Mumbai Police has rolled out an initiative that takes on the 'honking' problem in the city.
Called 'the punishing signal', the idea is to reduce honking at signals through a decibel metre installed across a few signals. Every time the metre exceeded 85, the timer would reset, causing further delay.
The initiative was conceptualised by FCB Interface.
The first leg of activation was tested in Mumbai at CSMT, Marine Drive, Peddar Road, Hindmata and Bandra.
Madhukar Pandey, joint commissioner of traffic police, Mumbai Police, said, “Honking is bad habit and an act of traffic indiscipline. Unfortunately,many Mumbaikars indulge in reckless honking. Honking causes noise pollution, hurts the eardrums, increases heart rate,creates traffic confusion and causes stress. Unnecessary honking is a menace which everyone recognizes but does little to curb. This small experiment is one of many attempts by Mumbai Police to create better road discipline in Mumbai. Hopefully, it will encourage Mumbaikars to honk less, and create a noise-free and stress-free commute."
Robby Mathew, CCO, FCB Interface, said, “Sometimes, the stick works better than the carrot. And a signal that gave us a gentle rap on the knuckles for honking unnecessarily, seemed like a good idea to me."
Rohit Ohri, group chairman and CEO FCB Group, said, “We have been partnering Mumbai Police for many years now. Noise pollution is a big problem in our cities. This new initiative is a fantastic creative solution for bringing about awareness and a behaviour change amongst the drivers in Mumbai.”
Client: Mumbai Police
Creative agency: FCB Interface
Creative team: Fred Levron, Robby Mathew, Mukesh Jadhav, Rakesh Menon, Ravi Ananthan, Mayuresh Vengurlekar, Siddharth Kutty
Media team: Dhruv Jha, Amit Raina
Account management: Shailesh Gupte
Social media : Rahul Shenoy, Shreyas Deshmukh
Films team: Alpa Jobalia, Mazhar Khan
Director of TVC: Akshay Nair
DOP (of the TVC): Sujay Pawar
Producers: Sukirth Rao, Archana Sarkar, Shwetabh Mishra
Production house: 30ML IdeasProduction
Music partner: Saregama