Title | THE PUNISHING SIGNAL |
Brand | MUMBAI POLICE |
Product / Service | SIGNAL |
Category | E06. Transit |
Entrant | LODESTAR UM Mumbai, INDIA |
Idea Creation | LODESTAR UM Mumbai, INDIA |
Idea Creation 2 | FCB INTERFACE Mumbai, INDIA |
Media Placement | LODESTAR UM Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Robby Mathew | FCB India | Chief Creative Officer |
Susan Credle | FCB India | Global Chief Creative Officer |
Fred Levron | FCB India | Worldwide Creative Partner |
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 |
Arushi Phillips | FCB India | Coporate Communication Manager |
Sudarshan Karandikar | FCB India | Account Executive |
Omkar Kulkarni | FCB India | Account Executive |
Mayuresh Vengurlekar | FCB India | Art Director |
Ravi Ananthan | FCB India | Copywriter |
Siddharth Kutty | FCB India | Copy Assistance |
Dhruv Jha | Lodestar UM | Content Manager |
Amit Raina | Lodestar UM | Media Controller |
Mazhar Khan | FCB India | Agency Producer |
Alpa Jobalia | FCB India | Agency Producer |
Sukirth Rao | 30ML Ideas Production | Film Producer |
Archana Sarkar | 30ML Ideas Production | Film Producer |
Shwetabh Mishra | 30ML Ideas Production | Film Producer |
Akshay Nair | 30ML Ideas Production | Film Director |
Rupesh Gor | FCB India | AV Assistance |
Dipti Ronghe | FCB India | AV Assistance |
Pratik Mhatre | FCB India | Coordination |
Prashant Pawar | FCB India | Coordination |
Ahel Maswood | FCB India | Coordination |
Yogesh Bhusare | FCB India | Coordination |
Purbali Mukher | FCB India | Coordination |
JeeJaiee Thakur | FCB India | Coordination |
Vishnu Sudarshan | FCB India | Coordination |
Crescens Lemos | Lodestar UM | Media Executive |
Noise pollution is a serious health hazard in Mumbai, India. It’s estimated that nearly 70% of noise pollution on Mumbai’s roads is caused by excessive honking of car horns. Pressing the horn had become an involuntary habit/behavior pattern among many motorists. Drivers assumed that by honking the horn, they would be could clear the way irrespective of what is in front of them. In heavy traffic situations, most notably at traffic junctions that include functioning traffic signals, the drivers were most impatient and recklessly kept pressing the horn. We had to make drivers realize that recklessly abusing the horn was not a proper solution. They had to learn patience and wait while traffic could move along normally. Unfortunately, we had to change a bad habit that over the years had become second nature to most drivers! We had used an existing static medium ( traffic signal) and created
We conceived an innovative tech-based idea, “The Punishing Signal” – the more you honked, the longer you’d wait at the traffic light. We discussed it with Mumbai’s police commissioner and he immediately loved it. If drivers could make the connection that their behavior directly affected their wait time at traffic lights, it would lead to a permanent change in behavior. Together with the Mumbai police, we identified several heavy traffic junctions/crossroads that experienced intense honking and installed sensors and decibel meters at the traffic signals there. Sound sensors and decibel meters were attached to the signal lights which changed based on the sound decibel level. The trigger that changed traffic lights from “Stop” to “Go” was linked to the decibel meters: when the sound level crossed 85 dB, the signal would reset. The more you honked, the higher the noise dB, and the longer you’d wait at a red light.