GUWAHATI: Assam’s innovative ‘DJ Lockup’ campaign is back, this time in support of the state police’s ‘No Regret New Year’ drive, aimed at promoting road safety and curbing drunk driving during the festive season.
Originally launched in 2022, the ‘DJ Lockup’ initiative takes to social media to warn partygoers about the consequences of driving under the influence.
The campaign is a creative blend of road safety messaging and youthful humour, encouraging responsible drinking and road safety during celebrations.
“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 recent Assam Police post reads, urging revellers to think twice before getting behind the wheel.
Another post invites people to join the #DJLockup Night, promising “beats that are hot, but the bars are cold,” with a humorous “line-up” of fictional DJs like DJ Breathalyzer, MC Seatbelt, and DJ No-Drunk-Driving.
The campaign even features a ‘dress code’ of “helmets, seatbelts, & good decisions” to emphasize the importance of safety.
“Hottest New Year Deal! Drive sober, regret nothing, and wake up without handcuffs or a hangover,” the police added in another post, reinforcing the message of choosing sobriety over reckless behavior.
According to Special Director General of Police (SDGP) Harmeet Singh, the aim of the campaign is to communicate in a language that resonates with the youth, ensuring the message about road safety and the dangers of drunk driving reach the younger demographic effectively.
“This campaign is part of a larger effort by the police and transport departments to keep roads safe, as directed by the Chief Minister, who is committed to ensuring the safety of all citizens,” Singh said.
The ‘DJ Lockup’ campaign, launched last year to combat drunk and rash driving on New Year’s Eve, has gained attention far beyond Assam.
It has inspired similar initiatives from police forces across India, including in Uttar Pradesh, Punjab, Chhattisgarh, and Hyderabad, as well as from other countries, including in Africa and Europe.
In addition to tackling drunk driving, the broader campaign promotes overall road safety.
The Assam Police have also shared videos on topics like driving precautions in foggy conditions and how to safely enjoy the picnic season.
“While you party, don’t forget to follow the SOPs – safety first always,” one social media post reads, encouraging people to celebrate responsibly.
Incorporating pop culture, Assam Police has made road safety messaging more relatable through catchy memes inspired by popular movies, including ‘Dilwale Dulhania Le Jayenga Par Drunk Driver Nahi’ and ‘Zindagi Milegi Na Dobara Seatbelt Lagao.’ This playful approach has helped engage the public and keep the conversation about road safety light-hearted yet effective.
Chief Minister Himanta Biswa Sarma recently praised Assam’s efforts in reducing road accident fatalities, noting that the state has seen a decline in accidents, particularly in the run-up to the New Year.
“While we have made significant progress, the period until January remains critical. We will continue to implement extensive measures to keep our roads safe,” he said in a post on social media.
The state has reported a reduction in overall accidents and fatalities by approximately 15 percent, with some districts showing significant improvements after stricter enforcement of road safety measures.
With the continuation of campaigns like ‘DJ Lockup,’ Assam is striving to maintain this positive trend and ensure a safe festive season for all.
