Initiates ‘Don’t Be Horny’ campaign in association with the Mumbai Traffic Police to curb noise pollution in the city
BestMediaInfo Bureau | Mumbai | May 29, 2015
Mumbai, the city that never sleeps, is also the noisiest city in the world. A major factor to this is the ever increasing vehicular traffic and their incessant horns. To help curb the honking menace in Mumbai, Red FM has initiated the ‘Don’t be Horny’ campaign in association with the Mumbai Traffic Police for a period of three weeks to sensitise citizens on this.
Red FM RJs are discussing the various aspects of this campaign and talking to relevant people – traffic authorities, doctors, commuters, etc. Message boards have been put up at arterial junctions across the city to create a buzz, supported by branding on auto rickshaws and digital activations. Listeners can up the Red FM station to share their experiences with honking.
Nisha Narayanan, COO, Red FM, commented, “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, that is, it’s possible to drive with minimal or no usage of horns.”
Speaking about initiative, Milind Bharambe, Joint Commissioner, Mumbai Traffic Police, said, “Mumbai is world 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.”