Last updated : June 02, 2015 05:25 AM
Mumbai is often called as the city that never sleeps. One of the perils of that is the severe menace of noise pollution in the city. Mumbai has been reported to be the noisiest city in the world, as a result of ever-increasing vehicular traffic and the practice of incessant honking, resulting from the traffic movement.
Towards this end, message boards have been put up at arterial junctions across the city to create buzz, supported by branding on auto rickshaws and digital activations. Listeners can call Red FM at to share their experiences. People can also tweet these @RedFM_Mumbai.
Nisha Narayanan, COO, Red FM, adds, "Most Indian cities are affected by noise pollution due to vehicular horns, and Mumbai tops the list! 'Don't Be Horny' is intended to make people conscious of this. With an extensive 360-degree integration, we're trying to ensure no Mumbaikar can miss the message i.e., it's possible to drive with minimal or no usage of horns."First Published : June 02, 2015 05:25 AM