MUMBAI: Radio station Red FM has launched a new campaign ‘Don't Be Horny' in association with Mumbai Traffic Police. The activity is planned in order to curb the problem of honking in the city and will run for three weeks.

Talking about how the team came up with the rather interesting name, RJ Rishi Kapoor said, "Whenever we do something it is always out of the box and is whacky enough to get people's attention. Coming up with the name was not that difficult." The radio station has put out message boards at arterial junctions across the city and is also urging people to take up the no honking challenge.

"The sole aim of the campaign is to tell people that honking is not something related to traffic but is all psychological and you can travel without unnecessary honking. This is why we are getting doctors, traffic authorities commuters to the show. The best part is that Mumbai Traffic Police is on our side," he further added.

They could extend the duration of the activity depending on the kind of response they receive from the people. Red FM, COO, Nisha Narayanan stated, "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. With an extensive 360 degree integration, we are trying to ensure no Mumbaikar can miss the message, i.e., it is possible to drive with minimal or no usage of horns."

People can also tweet their experiences to @RedFM_Mumbai.