Guwahati: Assam Police’s innovative digital awareness campaign, ‘DJ Lockup,’ targeting drunken driving, has achieved remarkable success, amassing 154 million views and contributing to a 55% reduction in road accidents in Guwahati compared to the previous year, officials said on Thursday.
Reviving their popular road safety initiative for New Year celebrations, Assam Police launched the campaign under the broader theme ‘No Regret New Year.’
The campaign, which humorously warned against drunken driving, resonated deeply with audiences.
“The idea proved timeless, going viral again and reaching over 154 million views in just two to three days,” said Special DGP Harmeet Singh.
“The initiative also received over 100 mentions in local, national, and international media, establishing Assam Police as a trailblazer in creative public safety campaigns.”
Beyond its viral appeal, the campaign had a tangible impact, with a significant drop in drunken driving cases in Guwahati.
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On December 31 alone, incidents fell by 55% compared to the same date last year, Singh noted.
This reduction directly translated to fewer accidents, injuries, and fatalities, highlighting the power of engaging and innovative awareness efforts.
The success of #DJLockup sparked a ripple effect across India, with police departments from Punjab to Gujarat adapting the concept to their local campaigns.
States like Delhi, Shillong, Kolkata, and Ahmedabad also launched their versions, drawing inspiration from Assam Police’s original idea.
“The campaign’s reach extended beyond India, earning mentions in international outlets and endorsements from public figures, including industrialist Anand Mahindra, who praised a Punjab Police poster inspired by Assam’s initiative,” Singh added.
First launched in 2021, #DJLockup was initially introduced as a tongue-in-cheek “party invite” that humorously warned partygoers about the consequences of drunken driving.
This year’s campaign featured a lineup of characters such as ‘DJ Breathalyzer,’ ‘MC Seatbelt,’ and ‘DJ Sober Rider,’ along with a “dress code” urging revellers to wear helmets, seatbelts, and make responsible decisions.
“The goal was to prioritise public safety while delivering the message in a way that resonates with people,” Singh explained.
“The widespread adoption of this campaign by police forces across India reinforces its effectiveness and far-reaching impact.”
Through creativity and humour, Assam Police’s ‘DJ Lockup’ campaign not only captured public attention but also saved lives, setting a benchmark for road safety initiatives nationwide.
