Guwahati: Assam Police’s innovative digital campaign, “DJ Lockup,” has made waves this New Year, reducing road accidents in Guwahati by an impressive 55% compared to the previous year. The campaign, part of the larger “No Regret New Year” road safety initiative, went viral, attracting over 154 million views in just a few days, as confirmed by a senior official on Thursday.
Special DGP Harmeet Singh praised the tangible success of the campaign, emphasizing that its impact extended far beyond social media buzz. “The campaign directly translated into fewer drunken driving cases, fewer accidents, and, most importantly, fewer lives lost,” Singh said. The night of December 31 saw a notable drop in drunken driving cases, reflecting the campaign’s effectiveness in changing public behavior.
Originally launched in 2021, “DJ Lockup” combines humor and relatable messaging to promote road safety. Styled as a mock “party invite,” the campaign features a “line-up” including DJ Lockup, DJ Breathalyser, and other quirky characters. This year, the campaign gained renewed momentum, with over 100 media outlets, both local and international, highlighting its success. The creative approach earned praise from influential figures like Anand Mahindra, who lauded its innovative nature.
The initiative’s reach went beyond Assam, with police departments in states like Punjab, Gujarat, Delhi, Shillong, Kolkata, and Ahmedabad adapting the campaign to resonate with local audiences. Singh pointed to the campaign’s widespread adoption as evidence of its relevance and adaptability across diverse regions.
The viral success of “DJ Lockup” not only captivated audiences but also achieved its core goal of ensuring public safety. Through clever posts and creative storytelling, Assam Police encouraged partygoers to “party smart, stay safe,” reinforcing the vital message that road safety can save lives.
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