The campaign, in association with the Mumbai Traffic Police, for a period of three weeks, will sensitise citizens against noise pollution.
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.
Addressing the same concern, 93.5 Red FM, in association with the Mumbai Traffic Police, has initiated a campaign called 'Don't Be Horny', where radio jockeys (RJs) from Red FM talk and discuss various aspects of noise pollution, especially the problem of honking on Mumbai streets with all the concerned people - traffic authorities, doctors and commuters.
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.
Speaking about the initiative, Milind Bharambe, joint commissioner, Mumbai Traffic Police, says, "Mumbai is famous for a lot of things, from vada pao to Bollywood; and equally infamous for its noise pollution - the biggest contributor to which is excessive honking. Civic education and awareness, leading to self discipline, is very important to curb this. I thank Red FM for initiating this with the Mumbai Traffic Police, and wish them the best. I am sure the people of Mumbai will appreciate, and learn from it."
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."