When Mumbai Police set out to decrease noise pollution on roads caused by car horns, it turned to Lodestar UM & FCB India for effective ways to change the unnecessary honking behavior of the drivers. The solution was simple yet effective to cause change in consumer behavior. “The Punishing Signal” – the more drivers honk, the longer they wait at the traffic light. The sensors with decibel meters were installed at the traffic signals across several heavy traffic junctions.