Mumbai traffic police has launched a campaign to address the noise pollution problem on the city’s roads.
The campaign, called “Punishing Signal” and created by FCB Interface, uses special decibel meters connected to traffic signals across the city.
When the decibel exceeded a dangerous 85dB, the signal timer would reset itself, forcing the people to wait longer at the signal. This is meant to ‘punish’ them for their impatience with the message that if they honk more; they will have to wait more.
The first leg of activation was tested in Mumbai at important junctions that are most prone to heavy traffic such as CSMT, Marine Drive, Peddar Road, Hindmata and Bandra.
Confused honking Mumbaikars who honked, waited, honked and learnt it the hard way, that honking is not the way out.
“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,” said Madhukar Pandey, joint commissioner of police (Traffic) at the Mumbai Police.
“Unnecessary honking is a menace that 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.”
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
Ideas Production Music Partner: Saregama