Dentsu Creative partners with TVS and BMC to make Mumbai roads safer during Monsoons

Dentsu Creative’s latest innovation ‘The Responsible Manhole’, a road safety initiative in partnership with the Brihanmumbai Corporation (BMC) and TVS Motor Company addresses the critical issue of open manholes in Mumbai.

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Mumbai suffers from chronic waterlogging year after year, and the city’s insufficient drainage system is the main reason behind it. Waterlogging reduces the visibility of open manholes which becomes instantly fatal for pedestrians and motorcyclists.

According to a survey, two-wheeler riders are the obvious victims of the submerged open manholes in the city. Two-wheeler and three-wheeler manufacturer TVS Motor Company wanted to put rider safety in the forefront with this initiative.

Based on historical data of low-lying areas in Mumbai, the unique device is installed at multiple locations which are most prone to flooding. This warning device is installed beneath a manhole. The device is connected to a specially designed app created for the BMC; it receives real-time notifications along with the geolocation of the open manhole.

As it rains and the manhole cover is dislodged, the device automatically rises above ground and gets activated. Once activated, it alerts passers-by with LED blinker and buzzer. It also notifies the BMC via the app for prompt action.

Aniruddha Haldar, Senior Vice-President (Marketing), TVS Motor Company, said, “TVS Motor Company has always endeavoured to leverage technology to enhance road safety. This time round along with our partner Dentsu Creative we have focused on monsoon and the open manhole. A simple but insightful use of connectivity and technology coupled with building support ecosystem with the administration proves to literally be a lifesaver!  We have anchored this in inception and will take it to other cities. TVS Motor Company remains committed to leveraging technology to making our roads safer!”

Gurbaksh Singh, Chief Innovation Officer, Dentsu Creative, said, “The Responsible Manhole is a testament to how the right use of technology and data can aid the lives of countless people. Collaborating with the BMC and TVS Motor Company on this project was such an enriching experience. We’re glad to see that innovation is at the source of solving some of India’s biggest problems.”

Chaitanya Joshi, Executive Creative Director, Dentsu Creative, said, "It is work like this that makes us fall in love with advertising all over again. The problem we tried to solve hits home for lakhs of Mumbaikars. We, at dentsu, and the good folks at TVS are optimistic that we would be able to help other Indian cities with a flooding problem as well."

In addition to this, the safety system will also keep an eye on the regular maintenance work and notify the concerned authority if a manhole is left open above the standard maintenance time to avoid any unpleasant incidents.

The road safety initiative aims to help the people and the authorities in reducing accidents related to open manholes in the city and make the commute much safer during the monsoons.

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