Assam Police’s innovative road safety campaign, ‘DJ Lockup,’ has achieved a staggering 154 million views, contributing to a 55 per cent reduction in road accidents in Guwahati during New Year celebrations compared to the previous year, according to senior officials.
Revived in late December as part of the broader ‘No Regret New Year’ initiative, the campaign targeted drunken driving and creatively rebranded road safety.
Its humour-laden approach featured slogans such as “DJ Lockup Party” and appealed to public sensibilities by blending wit with a strong safety message.
Special Director General of Police (SDGP) Harmeet Singh lauded the campaign's viral success.
“The idea proved timeless, amassing 154 million views in just 2-3 days. It garnered over 100 media mentions locally, nationally, and internationally, positioning Assam Police as a leader in innovative public safety campaigns,” he said.
The campaign’s impact extended beyond online metrics, significantly altering behaviours and reducing drunken driving cases in Guwahati.
“On 31 December, the number of such cases dropped by 55 per cent compared to last year. This translated to fewer accidents, injuries, and lives lost – a testament to the power of creative awareness,” Singh noted.
The initiative’s success resonated nationally, inspiring police departments in Punjab, Gujarat, Delhi, Shillong, Kolkata, and Ahmedabad to adapt the idea.
Singh highlighted how Assam Police’s innovation influenced others: “Police forces retained the core essence of #DJLockup while adding local flair. This ripple effect underscores its far-reaching impact.”
The campaign also received mentions in international media and endorsements from influential personalities, including industrialist Anand Mahindra, who praised Punjab Police’s adaptation of the campaign.
First introduced in 2021, #DJLockup initially featured a cheeky “party invite” that warned revellers of the consequences of drunken driving.
Singh explained, “Our goal was to prioritise citizens’ safety while delivering the message in a way that resonates. Seeing other forces adopt this reaffirms its effectiveness.”
This year, the campaign retained its quirky style, urging partygoers to “party responsibly” through witty posts.
A virtual “line-up” included DJs like ‘Breathalyser,’ ‘No-Drunk-Driving,’ and ‘Sober Rider,’ with a dress code of “helmets, seatbelts, and good decisions.”
The initiative’s widespread acclaim and measurable impact underscore the role of innovative, engaging campaigns in promoting public safety.
Follow us
