The Punishing Signal
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 – they changed behaviour with an unexpected dash of humour by turning 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 and shared topic in India, creating instant results as well as nationwide chatter.
- MediaUse of Press & Outdoor
- ExperientialPublic Environments
- PRLow Budget Campaigns
- ImpactInitiative/Not for Profits
- PRUse of Events & Stunts
Country
- India
Client
- Mumbai Police
Production Company
- 30ML Ideas Productions
Account Director
- Sudarshan Karandikar
Account Executive
- Omkar Kulkarni
Media
- Dhruv Jha
- Amit Raina
Art Direction
- Mukesh Jadhav
Copywriter
- Ravi Ananthan
Agency Producer
- Alpa Jobalia
- Mazhar Khan
Film Direction
- Akshay Nair
Film Producer
- Archana Sarkar
- Shwetabh Mishra
- Sukirth Rao
Chairman
- Rohit Ohri
Coporate Communication Manager
- Arushi Phillips
Global Chief Creative Officer
- Susan Credle
Worldwide Creative Partner
- Fred Levron
co-ordination
- Purbali Mukherjee
- Vishnu Sudarshan
- Ahel Maswood
- yogesh bhusare
- Jaiee Thakur
Chief Creative Officer
- Robby Mathew
Senior Creative Director
- Mukesh Jadhav
Executive Creative Director
- Rakesh Menon
Associate Creative Director
- Ravi Ananthan
Copy Assistance
- Siddharth Kutty
Art Director
- Mayuresh Vengurlekar
- Prashant Pawar
Social Brand Manager
- Shreyas Deshmukh
Senior Brand Manager
- Rahul Shenoy
AV Assistance
- Dipti Ronghe
- Rupesh Gor
Chief Executive Officer
- Joemon Thaliath
Senior Vice President
- Shailesh Gupte
Advertising Agency
- FCB India
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 – they changed behaviour with an unexpected dash of humour by turning 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 and shared topic in India, creating instant results as well as nationwide chatter.