THE PUNISHING SIGNAL

TitleTHE PUNISHING SIGNAL
BrandMUMBAI POLICE
Product / ServiceTHE PUNISHING SIGNAL
CategoryA07. Not-for-profit / Charity / Government
EntrantFCB INTERFACE Mumbai, INDIA
Idea Creation FCB INTERFACE Mumbai, INDIA
Production FCB INTERFACE Mumbai, INDIA
Additional Company LODESTAR UM Mumbai, INDIA

Credits

Name Company Position
Susan Credle FCB India Global Chief Creative Officer
Fred Levron FCB India Worldwide Creative Partner
Rohit Ohri FCB India Group chairman and CEO
Robby Mathew FCB India Chief Creative Officer
Joemon Thaliath FCB India Chief Executive Officer
Mukesh Jadhav FCB India Senior Creative Director
Rakesh Menon FCB India Senior Creative Director
Shailesh Gupte FCB India Senior Vice President
Sudarshan Karandikar FCB India Account Executive
Omkar Kulkarni FCB India Account Executive
Mukesh Jadhav FCB India Art Director
Mayuresh Vengurlekar FCB India Art Director
Ravi Ananthan FCB India Associate Creative Director
Siddharth Kutty FCB India Copywriter
Dhruv Jha FCB India Media Consultant
Amit Raina FCB India Media Manager
Alpa Jobalia FCB India National Head - Films
Mazhar Khan FCB India Sr. Films Executive
Akshay Nair 30ML Ideas Productions Director
Sukirth Rao 30ML Ideas Productions Film Producer
Archana Sarkar 30ML Ideas Productions Film Producer
Shwetabh Mishra 30ML Ideas Productions Film Producer
Rupesh Gor FCB India Manager - Design
Dipti Ronghe FCB India AV Assistance
Prashant Pawar FCB India co-ordination
Pratik Mhatre FCB India co-ordination
Ahel Maswood FCB India co-ordination
jeeJaiee Thakur FCB India co-ordination
Vishnu Sudarshan FCB India co-ordination
Yogesh bhusare FCB India co-ordination
Purbali Mukherjee FCB India co-ordination
Arushi Phillips FCB India Coporate Communication Manager

Why is this work relevant for Media?

The Mumbai Police converted ordinary signals into Punishing Signals. These signals were modded with special noise receptors that made motorists wait longer when honks pushed decibels above 85 dB- the countdown timers reset to prolong the red light. Turning their own impatience against them. Its “film” tweeted by Mumbai Police became a global sensation. With 6.6 Billion Impressions, it became the Most Liked & Shared, and the #1 Indian topic, across social media. News outlets in over 35 countries like the New York Times, The Guardian, CNN etc. covered it in over 1000 articles. All this, at zero media spend.

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 / insights (30% of vote)

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

Describe the strategy (20% of vote)

Excessive honking on the roads is a civic problem. Mumbai Police has tried all the “classic” ways to stop this type of traffic indiscipline. Now, quite uncharacteristically, they will change the behaviour with a touch of humour. Instead of punishing perps for reckless honking, they get the traffic signals to do it. If honking decibels cross 85, the signal countdown timer will reset. Making the Red stay longer, and the impatient motorists wait more. As they wait, interactive OOH linked to the signal pushes messages LIVE, highlighting their bad behaviour with a wink and a smile. And make them honk less, if they wish the signal to turn green. While this will have instant results, a film of this activation will be tweeted by the Mumbai Police to generate maximum conversation and awareness.

Describe the execution (20% of vote)

The Punishing Signals were installed at CSMT, Marine Drive, Peddar Road, Hindamata and Bandra West in Mumbai city. Mumbai Police assessed Average Honking dBs a week before and a month after roll-out, and found a 32% dip. On 5th Feb 2020, P Ashok (Mumbai Police) announced on CNN a roll-out in 10 more locations, and then to the entire traffic system. On Feb 1, KTR Rao (Telangana Minister) alongside A Kumar and M Bhagwat (Hyderabad Police) and Deputy Commissioner V Kumar announced in The Times of India a roll-out in their city; identifying Punjagutta, Khairatabad, Jubilee Hills Check Post, RTC X roads, P&P X roads, Gachibowli, Cyber Towers, Kothaguda, Aramgarh, Allwyn X roads, Miyapur X roads, BHEL X roads, LB Nagar & Uppal X roads. Feb 2nds ToI reported B Rao (Police Commissioner) rolling it out in Bengaluru. For Indore, District Collector LK Jatav announced deployment on Feb 15.

List the results (30% 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

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