Background

Mumbai has 1675 vehicles per kilometer. This results in traffic jams and also leads to traffic indiscipline. Like excessive honking. 70% of noise pollution on Mumbai’s roads happen due to indiscriminate honking. This has a disruptive influence on citizens’ physical and mental health. With just 1293 people booked in the last 10 years for reckless honking, the Mumbai Police was looking for a solution that did what fines couldn’t – generate instant results and create maximum awareness.

Describe the creative idea (40% of vote)

Excessive honking on the roads was a civic problem that Mumbai Police was grappling with. After failing in all the “classic” ways to stop this strain of traffic indiscipline. Now, they did something different to change the behaviour. They did so with a touch of humour, which they believed to be more effective than the “stick”. Instead of punishing the perps for reckless honking with fines etc., they had the traffic signals do it. If honking decibels crossed 85dB, the countdown timer at the signal would reset. Making the Red stay longer, and the impatient motorists wait. While they waited, interactive OOH displays linked to the signal pushed messages LIVE, highlighting their bad behaviour. Making them exercise restraint while honking, if they wanted the signal to turn green. A video of these signals was tweeted by the Mumbai Police in order to generate maximum conversation and awareness.

Describe the final product (40% of vote)

70% of noise pollution on Mumbai’s roads is due to excessive honking. After many attempts to curb it, Mumbai Police did what fines couldn’t – change behaviour with an unexpected dash of humour. They turned traffic signals into Punishing Signals. When honking crossed 85 dB, the countdown timer at a signal would reset. Making impatient motorists wait more. A film of and the #1 Indian topic, all social media taken. A solution that this solution was cut and tweeted by Mumbai Police. It soon became the most Liked & Shared created instant results as well as nationwide chatter (6.6 Bn Impressions). The integrated decibel meter system that turns regular signals into Punishing Signals has been internally developed by Mumbai Police, in collaboration with CMS Systems and the BMC.

List the results (20% of vote)

Results & Achievement (800) • Dip in avg. honk dBs at Punishing Signals a week before and a month after – 32% (Mumbai Police) • Further roll-out in 10 locns. and then to entire traffic system – Mumbai Police (CNN) • Identifying 16 locns., Minister KT Rao, announced roll-out in Telangana city (ToI) • B Rao (City Commissioner) announced roll-out in Bengaluru city (ToI) • To make it “Silent City”, Dist. Collector, LK Jatav, announced roll-out in Indore city (ToI) • While solution got instant results, its “film” tweeted by Mumbai Police led to unprecedented buzz – 6.6 Billion Impressions • Most Liked & Shared and #1 Indian Topic, all social media taken • International buzz – 1000+ articles in 35+ nations (New York Times, The Guardian, CNN etc.) • All, at zero media spend • Mumbai Police’s approval rating hit an all-time high