With an effort to curb drunk driving and promote road safety, the Assam Police has relaunched its popular 'DJ Lockup' campaign ahead of the New Year celebrations this year.
First introduced in 2022, the campaign has once again captured the imagination of partygoers and is now part of the state's 'No Regret New Year' drive.
Designed to appeal to young revelers, the campaign encourages people to drink responsibly and avoid ending up behind bars.
“Party responsibly or meet the ultimate party crasher: #DJLockup. He’s spinning behind the bars, and trust us, it’s not the vibe you want. Don’t drink and drive,” a social media post by Assam Police reads.
The campaign is further enhanced with humorous posts such as "Join us for the #DJLockup Night! Where the beats are hot, but the bars are cold." The campaign features quirky characters, including 'DJ Lockup', 'DJ Breathalyzer', and 'MC Seatbelt', all of whom are part of the 'Safe Squad'. The initiative also specifies a "dress code" of "helmets, seatbelts & good decisions," urging the public to "party smart, stay safe."
Special Director General of Police (SDGP) Harmeet Singh explained that the campaign is aimed at reaching out to the youth in a language they understand.
"The whole idea behind this campaign is to reach out to the young in their own language, so that the message of following road safety measures and avoiding drunken driving goes out to them," Singh said.
He highlighted that the campaign is part of a broader initiative by both the police and transport departments to ensure safer roads.
The 'DJ Lockup' campaign, which gained national and international attention in 2022, has inspired similar efforts in places like Uttar Pradesh, Punjab, Chhattisgarh, and even across Europe and Africa. This year, the campaign is not limited to warnings about drunk driving but also includes safety messages for all types of road users.
In addition to social media posts, short videos on driving precautions for foggy conditions and safety tips for picnic-goers have been released.
Assam Police has also taken a creative approach by incorporating popular culture references in their posts.
Memes with tweaked film titles like 'Dilwale Dulhania Le Jayenga Par Drunk Driver Nahi' and 'Zindagi Milegi Na Dobara Seatbelt Lagao' have proven to be an effective way of spreading awareness.
Chief Minister Himanta Biswa Sarma recently commended the state’s achievements in road safety, noting that Assam is the only major state in the country to record a reduction in road accident fatalities.
“While Assam has seen a dip in accident fatalities, the time period till January is very crucial to maintain these numbers. We'll carry out extensive measures to ensure our roads are safe for all,” he said.
With road safety a growing concern, especially during the festive season, 'DJ Lockup' is back to remind Assam’s partygoers that safe celebrations are the best way to ring in the New Year.
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