HP Lubricants and Leo Burnett India create innovative road safety technology

Leo Burnett India, backed by HP Lubricants have created an anti-collision vehicle management system for India’s national highways.

Through the initiate called #RoadsThatHonk, HP Lubricants and Leo Burnett India aim at safer highways across Indian roads. The movement and technology is funded by HP Lubricants, while the technology is conceptualised, designed and executed by Leo Burnett India. The system was launched on NH 1 along the Jammu-Srinagar Highway.

The technology essentially alerts the drivers at blind curves and hairpin bends along the highway of oncoming traffic with the help of wireless technology, radar systems and anti-collision warning system all powered by solar energy through solar PV modules on what are called SmartLife poles. The poles are placed on each side of the hairpin bend and detect speeds of oncoming traffic and communicate to each other to caution approaching vehicles on the other side with a horn and light.

Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “2016 recorded numerous accidents across national highways and this is a major concern for local and state administration. We are glad to have been behind an innovation that harnesses the power of technology, and uses radar signals to intimate drivers. We are confident that #RoadsThatHonk will significantly reduce accidents and save several lives every year. Every life saved is a measure of success and reinstates our belief that #RoadsThatHonk has the potential for further scale on highways across the length and breadth of the country.”

India currently is home to the highest road fatalities in the world. Currently, the project aims to observe the progress of the system and them further expand the magnitude of the project.