As per W.H.O, 1.6 billion healthy years are lost to disorders and early death due to the physical and mental effects of noise pollution. And 70% of noise pollution on Mumbai’s roads is due to excessive honking – a huge strain on citizens' mental and olfactory health. Especially at traffic signals. After many attempts to curb it, Mumbai Police did what fines couldn’t – change behaviour with an unexpected dash of humour. Instead of them punishing the perps for reckless honking, they had the traffic signals do it. If honking decibels crossed 85, the countdown timer at the signal would reset. Making the Red stay longer, and the impatient motorists wait more. While they waited, interactive OOH displays linked to the signal pushed messages LIVE, highlighting their bad behaviour with a wink and a smile. And made them honk less, if they wanted the signal to turn green.