2017 Winners & Shortlists

TRAFFIC GAAYE

Short List
Client/BrandVIDEOCON MOBILE
Product/ServiceVIDEOCON MOBILE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryDigital Outdoor
CategoryAmbient Experiential & Immersive Digital
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company REDIFFUSION Y&R Mumbai, INDIA

Brief Explanation

Our idea turned all of Old Delhi into a medium of communication with one special, first-of- its-kind, medium of communication: cows. Delhi has a major traffic problem. To help commuters, we created special transmitter collars for Gaaye’s (Hindi for cow, pronounced guy). Each collar had a recycled smart phone and a solar charger. Using the existing GPS capabilities of the phone we were able to track cows, follow their movements and provide updates on traffic around them to people. One application, for the collars, was created to track longitude, latitude and collect data to track the cows. The Traffic Gaaye app was created with google maps’ open API, allowing commuters to avoid a very common source of congestion, the cows themselves. Users could see where the cows were, receive tweets with traffic updates and even follow unique routes the cows used to navigate the city.

Credits

Name Company Position
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