In an era dominated by endless social media scrolling, the Assam Police has mastered the art of cutting through the digital noise. The force is leveraging humour, sharp wit, and highly relatable content to deliver a life-saving message on road safety, particularly during the festive season.
The Creative Hook: From Memes to Messages
Moving away from traditional, often ignored government advisories, the police's social media team crafts posts that resemble trendy promotional leaflets. These viral creations are packed with clever wordplay and contemporary pop-culture references designed to resonate with the internet-savvy generation.
Their feed features attention-grabbing lines like "Friends for hire—need one sober friend for New Year’s Eve," and "Yeh situationship jail le jayegi." Other popular posts warn, "Fielding set ho jayegi — don’t drink and drive," and humorously advertise for "Drunk drivers wanted to meet DJ Lockup."
This strategy is a deliberate response to the heightened risk of road accidents during Christmas and New Year celebrations, when more people drive under the influence of alcohol.
Serious Intent Behind the Humour
Assam Police Director General of Police, Harmeet Singh, emphasises that the humour is merely a tool to engage the public. "Humour is just the hook; the intent is serious. If a poster or a line makes someone hand over their car keys, it’s worth it," he states. The ultimate goal is for people to celebrate responsibly and return home safely.
The campaign operates under the close monitoring of Chief Minister Himanta Biswa Sarma, ensuring road-safety readiness and enforcement remain a top priority. The creative communication drive, evolving over the past several years, represents a significant shift in how law enforcement interacts with the public online.
Measurable Impact and Nationwide Influence
The results speak louder than any catchy slogan. According to Salik Khan, Assam Police's Tech Policy and Communication Consultant, the campaign has proven to be a powerful instrument for behavioural change. "While scrolling, nobody wants to see a boring govt advisory. The idea is to make people stop, engage, and read," Khan explains.
The most compelling evidence of success is a tangible outcome: a noticeable reduction of approximately 53% in drink-and-drive cases on the ground during the last festive season.
A key element of this strategy is the department's first fictional character, DJ Lockup, introduced in 2021. This character, periodically revived around festive times, has become a recognizable symbol of the consequences of drunk driving.
What started as a local initiative in Assam has now inspired police departments across the country. Forces in Delhi, Punjab, Meghalaya, and other regions have adopted similar creative communication styles, highlighting the broad appeal and effectiveness of this innovative approach to public safety messaging.
