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chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

HP and Leo Burnett collaborate on anti-collision tech in #RoadsThatHonk campaign

HP Lubricants and Leo Burnett India have partnered to combat highway accidents and make them safer by implementing anti-collision vehicle management system.

The idea for the technology came from Leo Burnett India and has been implemented on NH1 in North India, along the Jammu-Srinagar Highway which is deemed as one of the most dangerous highways in the world, according to National Geographic.

The coalescing of communications infrastructure and technology aims to create smarter and safer mobility, which is the need of the hour. In 2015, a report released by India's ministry of road transport indicated that 146,133 people were killed in road accidents in India in 2015, up from 139,671 in 2014 which meant 400 road deaths daily. The technology, adapted through #RoadsThatHonk, is a vision for long term growth and evolution of a host of possibilities that will enable safer commute across cities, according to the announcement.

#RoadsThatHonk works by alerting speeding drivers to avoid collisions with the help of SmartLife poles that use radar technology across accident prone turns. The poles are installed at key intersections, and use an advanced networked device to combine wireless technology, radar systems, and an anti-collision warning system, all powered by solar PV modules.

To further expand the reach of the technology, the companies have recently launched a film to showcase the working dynamics of #RoadsThatHonk.

Rajdeepak Das, chief creative officer, Leo Burnett, South Asia, said: “Leo Burnett India has always believed in Humankind – we believe that creativity has the power to change and save human life. #RoadsThatHonk is rooted in a fundamental human need. For the first time ever, we have innovated a unique technology that helps make even the most dangerous roads safer for every driver, thereby saving precious lives.”