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2020 One Show - Social Media

The Punishing Signal

Agency FCBIndia Advertising LLP / Mumbai + FCB Global / New York

Client Mumbai Police
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Annual ID

OS_SM20_028B

About the Work

70% of noise pollution on Mumbai’s roads happens due to excessive honking. This has a disruptive influence on citizens’ physical & mental health. After many attempts to curb it, Mumbai Police did what fines couldn’t. They changed behaviour with a sense of humour and humanity. Decibel meters were rigged to select traffic signals in the city. When the honking level crossed 85 dB (dangerous), the countdown timer would reset, and the signal would stay red longer. Making impatient motorists wait longer as well. Thus each signal turned into THE PUNISHING SIGNAL. A video of this was cut with a fun, local flavour, and posted on Mumbai Police’s official Twitter handle. It went viral instantly, and ended up garnering global coverage. All this, with Zero media spend. Thereby it became the most Liked and Shared Indian content, all platforms combined. Most importantly, noise pollution dipped due to this combination of awareness and humorous enforcement. Resulting in respective administration planning to implement more of these in Mumbai, and 3 other Indian cities. Even as Mumbai Police’s approval rating hit an all-time high.