From Twitter to hoardings – how Mumbai Police is using all tools to engage with citizens

By Venkata Susmita Biswas From bland civic advisories like The Mumbai Traffic Police has been especially active in its mass communication initiatives, using outdoor hoardings with the help of ad agency FCB Ulka The traffic police department uses strategically placed hoardings, especially the one at Babulnath Temple near Girgaon Chowpatty in Mumbai to inform people about traffic safety. It is talked about and certainly enhances the caring image of the Mumbai Police, The hoardings of the traffic police are replicated across Mumbai on over 100 electronic boards. This is in addition to the outdoor hoardings at popular spots that wittily encourage people to follow traffic rules, like to avoid being behind the wheel when drunk, etc. The department On this handle, a Game of Thrones meme turns into a message against the use of drugs, and TV character Sheldon Cooper from The Big Bang Theory becomes the voice of reason against those who spread fake news. The department Recounting the initial days of setting up the handle, Pandey, a former crime reporter, says the vision was to help the people of Mumbai by connecting them to the police department. This is why the first ever tweet from the police department was: As of June 2019, the Mumbai Police Twitter handle has 4.7 million followers and as per social media analytics site Social Blade, the handle has an average retweet count of 102. The Twitter handle does a good job at But that alone is not enough to change behaviour and reduce incidents, he feels. Recalling the award-winning and hard-hitting 1989 Transport Accident Commission Australia advertisement about drunken driving, Kamath says, Social media in general has become a critical part of law enforcement for the police across the globe. The New York City Police Department Aside from capitalising on every latest meme, the Mumbai Police department uses it social presence to inform, update, and accept complaints from citizens. Often users tweet to the police department to draw its attention to traffic and parking related violations, seeking help to find missing persons, report thefts, and often, just share appreciation for the work done by the department. According to Pandey, Most recently, chief electoral officer Ashwani Kumar attributed Mumbai Both the Mumbai Police and Traffic Police departments seem to have From Kerala to Assam, police departments have adopted a social media-savvy approach layered with witticism to engage with citizens.


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