ECD: Kalpesh Patankar Y&R Dubai
Art: Kunal Gagwani
App Design and Collar Design: MobiiWorld and PIXEL
Cannes Lion 2016 Mobile Silver
Delhi has over 96 lakh vehicles on its road network of 33,198 km. Adding to the congestion is about 30,000 free roaming cows. We had to make a real impact with an intelligent solution, one that would have a significant outcome. The solution was unique. We created an app to track the movement of cows in Old Delhi, the most congested part of the city. The aim was to make people move more smartly and efficiently, thereby reducing congestion. Our idea used technology, was environmentally friendly, yet easy to execute and scalable. By helping beat the traffic problem where it was worst, we hoped to create a trickle-down effect.
We created special transmitter collars and attached them around the necks of hundreds of cows. Each collar was designed with a special housing for a recycled smartphone and a solar charger. This ensured that they were always transmitting their location. Simultaneously, we created a special application for these phones that collected latitudinal and longitudinal data, allowing us to track the exact location of the cows using the phones’ existing GPS functions. A user facing app (The Traffic Gaaye app), allowed commuters to see the exact location of the cows and traffic around them so that they could avoid them, by using one of our unique routes. Cows have their own special way of navigating the city, using lanes and gullies. Utilizing the tracking data, we created new, alternate routes for commuters to use. Users could even follow a twitter account through the app which sent out tweets during peak traffic hours with traffic updates.
