'Samju Desi Society', was founded by Sanjiv Jani, a Customs Officer, Film Maker and Social Activist. He has linked 21 noise pollution activists from several other states of India on a common platform called 'Voice Against Honking', for drawing attention of mass and the ministries about this nuisance more effectively. In 2015, a team of like-minded highly concerned activists met through social media and started awareness campaigns on this nuisance, as well as urged the authority to curb the pollution by way of enforcement. Silent Walk, sticker drives, poster drives, short film, interviews on FM radio channels are some of the notable activities this team called 'Samju Desi' (Wise Countrymen ) delivered so far. They were instrumental in enforcement drive also, helping traffic authorities earn a considerable revenue in penalizing the offenders. The NGO members have been honored by Police Commissioner of Rajkot for their selfless service to the society and their peacemaking efforts.