|Title||THE PUNISHING SIGNAL|
|Product / Service||THE PUNISHING SIGNAL|
|Category||G04. Social Behaviour|
|Entrant||FCB INTERFACE Mumbai, INDIA|
|Idea Creation||FCB INTERFACE Mumbai, INDIA|
|Production||FCB INTERFACE Mumbai, INDIA|
|Additional Company||LODESTAR UM Mumbai, INDIA|
|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|
After many attempts to curb excessive honking, 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 this solution was cut and tweeted by Mumbai Police. It soon became the most Liked & Shared and the #1 Indian topic, all social media taken. A solution that created instant results as well as nationwide chatter (6.6 Bn Impressions).
India has been battling excessive honking for decades. Mumbai Police has tried all the “classic” ways to stop this type of traffic indiscipline. But this time uncharacteristically, they decided to change the behaviour with a touch of humour. Instead of punishing perps for reckless honking, they got the signals to do it. If honking decibels cross 85, the signal countdown timer resets. Making the Red stay longer, and the impatient motorists wait more. The signal turns green only when the honking drops. With a simple tweet it became the most trending topic online. Achieved billion impressions with zero spends.
Excessive honking on the roads was a civic problem that Mumbai Police was grappling with. They tried 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, instead of the "stick". 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 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 in order to generate maximum conversation and awareness.
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 this solution was cut and tweeted by Mumbai Police. It soon became the most Liked & Shared and the #1 Indian topic, all social media taken. A solution that created instant results as well as nationwide chatter (6.6 Bn Impressions).
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.
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
India's roads are a noisy place to be in. Not because of the people or the hawkers, but because of the indiscriminate honking. This is particularly true in the streets of Mumbai, which has 1675 vehicles per kilometer. Mumbai Police for decades has tried every deterrent in the law book to curb reckless honking, but change is unnoticeable. This was the intriguing problem that went on to inspire The Punishing Signal.