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HP Lubricants and Leo Burnett India create innovative, intelligent road systems with #RoadsThatHonk

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HP Lubricants and Leo Burnett India create innovative, intelligent  road systems with #RoadsThatHonk

HP Lubricants and Leo Burnett India have recently implemented an innovation: the world’s first anti-collision vehicle management system. The technology, that has been conceptualized, designed, and executed by Leo Burnett India, is named #RoadsThatHonkand is aimed at implementing safer highways across Indian roads. To amplify this initiative, a film showcasing the system in action was launched recently.

The project was launched on NH1 in North India, along the Jammu-Srinagar Highway. The road is notorious for hairpin bends that make it one of the most dangerous highways in the world (source: National Geographic). #RoadsThatHonk is named for the installed SmartLife poles that use radar technology across dangerous bends, alerting speeding drivers with horns to avoid collisions. The poles are installed at key intersections, and use an advanced networked device to combine wireless technology, radar systems, and an anti-collision warning system, all powered by solar PV modules.  

HP Lubricants and the National Highways Authority of India (NHAI) plan to take this technology to major highways across the country.

Watch the video below:



Announcing the innovation, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “Leo Burnett India has always believed in Humankind – we believe that creativity has the power to change and save human life. #RoadsThatHonk is rooted in a fundamental human need. For the first time ever, we have innovated on a unique technology that helps make even the most dangerous roads safer for every driver, thereby saving precious lives.”

The combination of communications infrastructure and technology provides a strong foundation and a way forward towards smarter and safer mobility. The technology adapted through #RoadsThatHonk is a vision for long-term growth and evolution of a host of possibilities that will enable safer commute across cities.


Chief Executive officer, Publicis Communications India and Leo Burnett, South Asia: Saurabh Varma

Chief Creative officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Executive Director & Branch HeadMumbai: Rakesh Hinduja

Creative Team: Gunjan Poddar, Arvindh Lochan, Himanish Ashar

Business head: Sidheshwar Sharma

Account management: Hirosh Mulky, Rumi Behramkamdin, Manish Verma

Production House: Prodigious India

Executive Producer: Vandana Watsa and team



Yuktix, Founder: Rajeev Jha and team

Secretary, PHA: Lovenesh Sathe

Project Director, NHAI: M.T. Atarde

Gammon India: Rohit Khajuria



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