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Police and pubs in Delhi work together to screen messages against drunk driving

Delhi Police has taken an interesting step as a part of its campaign against drunk driving by tying up with 25 pubs and bars in the Capital. Here’s all you need to know.

delhi Updated: May 22, 2017 15:59 IST
Etti Bali
Etti Bali
Hindustan Times
Delhi Police,Drunk Driving,Campaign
Delhi Police’s new initiative against drunk driving takes the message to digital screens across several bars and pubs. Here’s a screen installed at the bar counter. (Amal KS/Hindustan Times)

It’s all fun and games till a tragedy strikes. On Friday, Delhi Police took a step ahead in the direction of their campaign against drunk driving by collaborating with several pubs and bars in the city. Taking the message on digital screens inside these places, Delhi Police aims to address the issue where it is most visible. There are three screens at point of sale (the bar counter) and two screens at the most visible parts of the bar. Some of the places on board include Summer House Cafe in Aurobindo Place in Hauz Khas, Teddy Boy in Connaught Place and OTB: Cafe Out Of the Box across the city. The plan is to install these screens in the washrooms as well.

At an event to announce the initiative, Madhur Verma, DCP (crime branch), Delhi, said, “This is the first time we are doing this campaign inside the bars. More than 25 bars have associated with us, and we expect more to join soon. We have been told that more than 2 lakh socially-active visitors visit these bars and pubs.” He adds that the campaign is aimed at having a double-fold effect. “First, when things are reinforced inside the bar, it makes a difference. Secondly, people will appreciate that Delhi Police has got reach inside the bar also,” he added. Talking about how they decided to go digital, Verma said, “We are using social media as a platform for our campaigns. Delhi Police is bringing about new strategies to use social media at an enhanced level. We do not want to miss any opportunity, and this one is a direct opportunity.”

This move will also help strengthen police-public relations, feels Dependra Pathak, special commissioner of police, Delhi. “We also intend to do our own advertisement with this kind of content. If we can project police-public interface issues and make people aware about that, it is going to improve the situation,” he said.

For women safety, in case the network reception is poor or the app doesn’t work, there is the number 100 and 1091 women helpline.

Special commissioner of police, Dependra Pathak and DCP Madhur Verma check out the digital screens. (Amal KS/Hindustan Times)

Gautam Bhirani, founder of Bar Talk, the ones integrating these messages on the screens told us, “India is going digital. In a span of a few minutes, you can flash your picture with a dynamic message on these screens. Anyone clicking a picture at the bar who hashtags it will be integrated on the screens.” Delhi Police is not only promoting campaign against drunk driving, they have also launched an app for women safety, called Himmat, information about which will also be displayed on the screens. The screens are interactive and play the content in real time. That means, if you tweet, or post something on Facebook from the restaurant, it can be flashed on the screen.

Restaurateurs Priyank Sukhija and Umang Tewari with DCP  Madhur Verma. (Amal KS/Hindustan Times)

Priyank Sukhija, who owns 25 restaurants where this campaign is live, said, “We, as restaurant owners, are a part of the society where we have a social responsibility. Incidentally, we are in the business to serve alcohol, but to remind people to be responsible, is our part. If you are drunk, we are going to get you a drop back.”

Ola, the travel partner for the initiative, plans to incentivise rides by giving discount codes and cashback schemes to guests who book a ride from any of the partner restaurants. It not only promotes the idea of a safe ride home, but also engages the party-goers.

First Published: May 22, 2017 15:56 IST