New Delhi, Mumbai and Calcutta are three of the noisiest cities in the world. It is so bad that 75% of the traffic cops in these cities have suffered permanent hearing damage. Despite efforts to curtail the excessive and unnecessary honking through signs, fines and slogans, nothing has worked. Maruti Suzuki, the automobile with the most cars on Indian roads, felt an obligation to do something about it. So they created a device that reads the number of times driver's honk. And then rewards them for not honking. The smart device, No Po Po, was mounted on dashboards and monitored the number of honks in each car. The fewer times you laid on the horn, the more rewards you got.
A companion app let you track how many times you honked as well as set your honking target.
In just three months there was a whopping 43% drop in honking patterns. The moral of the story is this: If shaming doesn't work, give 'em a reward instead.

Advertising Agency: Dentsu Webchutney, New Delhi, India Agency website: Chief Creative Technologist: Gurbaksh Singh Group Head - Copy: Nitin Jain Sr. Copywriter: Akshay Anand Designers: Mehak Mahajan, Abdullah Khan Video Production: Akshay Raheja Developers: Mandeep Singh, Hemant Kumar

Comments (1)

  • Ad Eagle's picture
    Ad Eagle (not verified)

    Superb and simple! Why didn't nobody ever think of this?

    Jun 15, 2016

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.