afaqs! news bureau

Mumbai Traffic Police incentivises honkers with wait time

The ‘Punishing Signal’ campaign has been crafted by FCB Interface

Mumbaikars honk even when the signal is red. To tackle this honking menace, the Mumbai Traffic Police, in partnership with FCB Interface came up with 'The Punishing Signal'.

This is how it works. Special decibel meters were connected to traffic signals across the island city. When the decibel exceeded a dangerous 85dB, the signal timer would reset itself forcing people to wait longer at the signal! Thus ‘punishing’ them for their impatience with the message, 'honk more, wait more'.

“Honking is bad habit and an act of traffic indiscipline. Unfortunately, many Mumbaikars indulge in reckless honking. Honking causes noise pollution, hurts the eardrums, increases heart rate, creates traffic confusion and causes stress. Unnecessary honking is a menace which everyone recognizes but does little to curb. This small experiment is one of many attempts by Mumbai Police to create better road discipline in Mumbai. Hopefully, it will encourage Mumbaikars to honk less, and create a noise-free and stress-free commute” says Madhukar Pandey, joint commissioner of Police (Traffic), Mumbai Police.

'honk more, wait more'
'honk more, wait more'

As a part of the campaign, the first leg of activation was tested in Mumbai at important junctions that are most prone to heavy traffic such as CSMT, Marine Drive, Peddar Road, Hindmata and Bandra. And the film gives one glimpses of the confused honking Mumbaikars who honked, waited, honked and learnt it the hard way, that honking is not the way out.

Robby Matthew
Robby Matthew

Shedding light on the creative idea, Robby Mathew, chief creative officer, FCB Interface, says, “Sometimes, the stick works better than the carrot. And a signal that gave us a gentle rap on the knuckles for honking unnecessarily, seemed like a good idea to me.”

Rohit Ohri
Rohit Ohri

Adding, Rohit Ohri, group chairman and CEO FCB Group, says, “We have been partnering Mumbai Police for many years now. Noise pollution is a big problem in our cities. This new initiative is a fantastic creative solution for bringing about awareness and a behaviour change amongst drivers in Mumbai.”


Client: Mumbai Police

Creative Agency: FCB Interface

Creative Team: Fred Levron, Robby Mathew, Mukesh Jadhav, Rakesh Menon, Ravi Ananthan, Mayuresh Vengurlekar, Siddharth Kutty

Media Team: Dhruv Jha, Amit Raina

Account Management: Shailesh Gupte

Social Media : Rahul Shenoy, Shreyas Deshmukh

Films Team: Alpa Jobalia, Mazhar Khan

Director of TVC: Akshay Nair

DOP (of the TVC): Sujay Pawar

Producers: Sukirth Rao, Archana Sarkar, Shwetabh Mishra

Production House: 30ML Ideas Production

Music Partner: Saregama