RTH - 2

HP Lubricants and Leo Burnett India together have innovated to implement what is claimed to be world’s first anti-collision vehicle management system for India’s national highways. It is aimed to provide safer highways across Indian roads. The innovation, conceptualised, designed and executed by Leo Burnett India, was launched on NH1 in North India, along the Jammu-Srinagar Highway. The concept works such that ‘SmartLife’ poles at sharp curves and hairpin bends, employ advanced networked devices and combine wireless technology, radar systems, and an anti-collision warning system, all powered by solar PV modules. The SmartLife poles are placed on each side of key hairpin bends. The poles in turn detect speeds of approaching vehicles, then communicate with each other to caution approaching vehicles on either sides with a horn. The functionality is achieved by transmitting an electromagnetic wave in 24 GHz frequency range (K-band), and measuring the frequency shift of the reflected electromagnetic wave. The frequency shift is caused by the Doppler effect of the moving target on the electromagnetic wave. As the relative speed between the radar sensor and the target increases, the detected frequency shift also increases, thus enabling the radar sensor to precisely determine the target speed. Announcing the commencement of the project, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “2016 recorded numerous accidents across national highways and this is a major concern for local and state administration.” “We are glad to have been behind an innovation that harnesses the power of technology, and uses radar signals to intimate drivers. We are confident that it will significantly reduce accidents and save several lives every year,” averred Das. “It has the potential for further scale on highways across the length and breadth of the country,” he opined.

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