Silver Spike

Case Film

Presentation Image

Product / ServiceSIGNAL
CategoryE06. Transit
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

Cultural / Context information for the jury

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

Write a short summary of the ambient work.

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.