| Direct Innovation |
| Client |
|
Maruti Suzuki |
| Brand |
|
Maruti Suzuki |
| Entrant |
|
Dentsu Webchutney |
|
|
|
| Brief |
|
Maruti Suzuki, India’s leading car company, wanted to do something about the deafening problem of incessant car honking on Indian roads. The challenge was to bring about a change in people’s behaviour. The need was an idea that was more than just a cosmetic poster on the problem. |
| Scale & Location or Cultural Context |
|
In India, vehicular honking is one of the biggest contributors of noise pollution. Some facts: Delhi, Mumbai and Kolkata are some of the world’s noisiest cities. 75% of traffic police in southern India have suffered permanent hearing damage.All thanks to the constant & inconsiderate honking around us 365 days of the year. |
Solution
|
|
We created No Po Po – an unconventional no-honking program that rewards drivers for not honking! We created a device that records the number of times you honk along with a mobile app that helped users monitor their honking behaviour.The deal was simple – the lesser you honk, the more rewards you earn! |
| Insight |
|
We realized that moral talk, signs or fines haven’t really changed people’s behaviour. And it was time that the problem was looked from a fresh perspective. We thought why not reward people for honking less? It was that simple! Hence, was born No Po Po. |
| Rationale behind the name |
|
“Po Po” is not just the sonic representation of honking; it is a part of common parlance in India to describe honking. |
