Ad Nut
Sep 7, 2022

Dentsu launches ‘responsible manhole’ for hazardous Mumbai streets

To combat the issue of open manholes in Mumbai, the agency designed a device to protect passengers.

Dentsu launches ‘responsible manhole’ for hazardous Mumbai streets

The people of Mumbai are victims of an insufficient drainage system, a major reason for floods and chronic waterlogging. In turn, this reduces the visibility of open manholes that have proven to be dangerous—and even fatal—for pedestrians and motorcyclists. 

So Dentsu Creative stepped in with an innovation called ‘The Responsible Manhole’ in partnership with Brihanmumbai Corporation (BMC) and TVS Motor Company.

This cylindrical device has been installed at multiple locations that are most prone to flooding, detected based on historical data of low-lying areas. This warning device is installed beneath a manhole and is connected to an app created for BMC; it receives real-time notifications along with the geolocation of the open manhole. And as it rains and the manhole cover is dislodged, the device automatically rises above ground and gets activated. Once activated, it alerts passers-by with LED blinker and buzzer. It also notifies BMC via the app for prompt action.

Gurbaksh Singh, chief innovation officer, Dentsu Creative, said the project is testament to how the right use of technology and data can aid the lives of countless people. “We’re glad to see that innovation is at the source of solving some of India’s biggest problems,” he adds.

While Ad Nut thinks this innovation is certainly clever and potentially life-saving, Ad Nut cannot help feeling sorry for the people of Mumbai who have had to take basic civic safety into their own hands. An efficient drainage system and safe roads should not be privileges for tax-paying residents; they should be a given in any city.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

8 hours ago

Walled gardens are threatening quality publishers: ...

Premium publisher spaces still have an important role to play amid AI uncertainty, political tensions and misinformation, but the demise of cookie and the roll out of AI Overviews leaves the open web facing an existential crisis.

8 hours ago

How these six brands are collaborating with ...

The characters are everywhere, toning down the film’s R-rated humor for brands.

8 hours ago

AI will be an 'absolute bloodbath' when it comes to ...

With artificial intelligence tools rapidly evolving and industries adapting them into their workflow, people working in the creative and marketing sector are understandably fearful that their jobs may become obsolete.

8 hours ago

Burson hires Damion Potter as global chair of ...

Potter joins from Haleon, where he was VP and global head of policy and government affairs.