2017 Winners & Shortlists


Short List
CategoryCreative Innovation
Additional Company REDIFFUSION Y&R Mumbai, INDIA

The Campaign

Approximately 30,000 cows roam free in Delhi amongst 96 lakh vehicles; we realized each cow affects roughly 320 vehicles. In India, cows are sacred and are customarily allowed to roam free. They are key contributors to congestion. We made them the solution, turning cows into traffic guides for Old Delhi. We designed special transmitter collars, each with a recycled smartphone and solar charger. Using a special tracking app that gave us latitudinal and longitudinal data, we tracked the exact location of the cows. Designed using google maps’ open API, The Traffic Gaaye app was created for commuters to see exactly where the cows were and what traffic around them was like to avoid them. Cows have a unique way of navigating the city, through lanes and gullies. We used this data to create unique routes for commuters to follow. The app even sent out tweets with live traffic updates.

Creative Execution

We created special transmitter collars and attached them around the necks of hundreds of cows. The collars were the main physical component involved. Each collar was designed with a special housing for a recycled cellphone and a solar charger. This ensured they were always transmitting their location. The collars were 3d printed using weather proof materials. 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.

A key result was changing the way people navigated the city. Because of the Traffic Gaaye app, users found easier ways to navigate the city, through the same streets and gullies the cows used. The initial phase has had over 5000 downloads of the app. With 6,000 km covered by the cows, we had a data bank of hundreds of unique routes created. These combined with the traffic updates and alerts showed that commuters journeys were reduced by an average of 15 minutes. There was a 13% increase in the Videocon brand affinity amongst its user base. Through daily usage, the app indirectly affected the larger population and other commuters in Old Delhi. As a result, congestion was reduced, causing a decrease in fuel consumption and air pollution in Old Delhi. The app is highly scalable across different cities as the cow and traffic congestion problem exists across India.

Delhi has a huge traffic problem. One that has had a devastating effect on the environment and its people. Contributing to congestion, is a uniquely Indian problem-cows on the streets and Delhi has a population of approximately 30,000 free roaming cows. Cows are considered sacred in India, customarily allowed to roam free. We came up with an innovative, first-of-its-kind solution to the problem. Turn cows in to transmitting traffic guides to help commuters avoid them, reduce congestion and move better through the city, thereby reducing traffic, fuel consumption and air pollution.


Name Company Role
Kalpesh Patankar Y&R Dubai Executive Creative Director
Dhruv Warrior Y&R Dubai Copywriter
Georges Barsoum Y&R Dubai CEO
Sam Eid Y&R Dubai Head of Production
Khushi Rawat Y&R Dubai Agency Producer
Prathyush Kumar Y&R Dubai Post Production Supervisor
Dunji S Wadia Rediffusion Y&R Delhi President
Jaideep Mahajan Rediffusion Y&R Delhi National Creative Head
Rahul Jauhari Rediffusion Y&R Delhi Chief Creative Officer
Kunal Gagwani Freelancer Designer
Dhaval Desai Mobiiworld Executive Director
Kushal Desai Mobiiworld Project Manager
Abhishek VR Mobiiworld Lead Android Developer
Akhil Jayram Mobiiworld Lead Android Developer
Deepesh C Mobiiworld Lead Android Developer
Siju S Mobiiworld Senior Web Developer
Sunil Tandon Videocon Group Group CMO
Punit Prakash Sinha Videocon Group Deputy Manager - Marketing