Indian station 93.5 Red FM has initiated ‘Don’t Be Horny’ campaign in association with the Mumbai Traffic Police to curb the honking menace in the city.

The campaign will run for a period of three weeks and aims to sensitize citizens about noise pollution caused by unnecessary honking on the roads.

 The station’s RJs are discussing this on air and talking to relevant people including traffic authorities, doctors and commuters.

Message boards have also been put up at arterial junctions across the city and listeners can call the station to share their experiences with honking.

Speaking about initiative Milind Bharambe, Joint Commissioner, Mumbai Traffic Police said: “Mumbai is world famous for a lot of things and equally infamous for its noise pollution, the biggest contributor to which is excessive honking.  Civic education and awareness, leading to self discipline, is very important to curb this.”

 Nisha Narayanan, COO, 93.5 Red FM added: “Most Indian cities are affected by noise pollution due to vehicular horns, and Mumbai tops the list! ‘Don’t Be Horny’ is intended to make people conscious of this.”