The Punishing Signal

Mumbai is one of the noisiest cities in the world. And much of this noise can be traced back to cacophony at the signals. Mumbaikars honk even when the signal is red! Needless to say, this noise pollution is making the city alarmingly unhealthy to live in. To tackle this honking menace, the Mumbai Traffic Police, in partnership with FCB Interface, developed an innovative solution called The Punishing Signal. 

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 glimpse of the confused honking Mumbaikars who honked, waited, honked and learnt the hard way that honking is not the way out.