Jagrut Mumbaikar — the initiative to sensitise Mumbaiites towards security issues started by the Mumbai police — was re-launched on Monday with a view to educate and alert the masses.
With actor Ajay Devgn as their brand ambassador, the police want to reach out to the general public and focus on citizen alertness in emergencies and threat situations.
The initiative that was launched in 2008, had focused on covering housing societies, schools and colleges to sensitise people to the constant threat perception but eventually started fading.
“We realised the initiative faded with a lack of advertising. Responses from people were low. But now we have identified and focused on some issues that we need to address,” said Sanjeev Dayal, police commissioner.
“I believe if one sees posters and advertisements, it will stay on their mind. The motive is to make people aware and alert of their surroundings,” said Dayal.
“I am a Mumbaiite and am proud of it. If the citizens do a little bit to co-operate with the police, Mumbai can become the safest city in the world,” said Devgn, who is going to feature in every advertisement and poster launched by the police.
In 2009, the city police had conducted seminars and education programmes in 80 societies, 67 colleges and 116 schools. Now, they would take it further with the approaching festivals such as Ganeshotsav, Ramzan and the Mount Mary fair.