Brief 

70% of noise pollution on Mumbai’s roads happens due to indiscriminate honking. This has a disruptive influence on citizens’ physical and mental health. After many attempts to curb it, the Mumbai Police was looking for a solution that did what fines couldn’t – generate instant results and maximum awareness.

Strategy 

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.   

 Results & Achievement 

•  Dip in avg. honk dBs at Punishing Signals a week before and a month after –  32% (Mumbai                Police)

•  Further roll-out in 10 locns.; then to entire traffic system – Mumbai Police (CNN)

•  Identifying 16 locns., Minister KT Rao announced roll-out in Telangana city (Times of India - 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 (ToI)

•  While solution got instant results, its “film” tweeted by Mumbai Police led to big 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 - all time high

Additional Points 

SCALE:

•  Punishing Signals installed at CSMT, Marine Drive, Peddar Rd., Hindamata & Bandra (W) in     Mumbai

•  Dip in avg. honk dBs at Punishing Signals a week before and a month after –  32% (Mumbai Police) 

•  Further roll-out in 10 more locations.; then to entire traffic system – P Ashok, Mumbai Police (5th     Feb 2020, CNN)

•  KTR Rao (Telangana State Minister), A Kumar and M  Bhagwat (Hyd'bad Police Commissioners),     Deputy Commissioner V Kumar announced roll-out in their city –  identifying 16 locns. from     Punjagutta to LB Nagar & Uppal Crossroads (Feb 1, ToI)

•  B Rao (City Police Commissioner) to roll it out to “bring discipline” to Bengaluru city’s roads (Feb     2, ToI)

•  District Collector LK Jatav announced deployment at DRP Line Square for Indore to become     “Silent City" (Feb 15, ToI)