Navi Mumbai Police’s ‘Nasha Mukt Forever’ campaign takes centre stage at Coldplay concert
To combat rising drug consumption rates among the youth, Navi Mumbai Police and IPG Mediabrands India partnered with the Coldplay concert in Mumbai, shining the spotlight on their ‘Nasha Mukt Forever’ campaign at India’s biggest music event of the year. Over 45,000 concert attendees (each day over 3 days) sported specially crafted ‘Nasha Mukt Forever’ wristbands that doubled up as a badge of honour, inspiring the youth to sport their clean, drug-free stance to the world. The carefully designed bands, which mimicked the Gen-Z core aesthetic with bright colours and bold fonts, received many organic mentions on Instagram. Bollywood superstar and fitness icon, John Abraham is the face of this campaign.
The ‘Nasha Mukt Forever’ messaging was also strategically highlighted at different touchpoints across the concert venue and is prominently visible across Navi Mumbai on billboards at railway stations, bus panels, and on Ola and Uber booking screens. It urges Navi Mumbaikars to call the helpline 8828112112 for anonymously reporting any sale or usage of drugs in their area.
Commenting on the success of this collaboration, Milind Bharambe, Police Commissioner – Navi Mumbai, said, “Music festivals and concerts often become avenues for the younger generation to indulge in drugs instead of coming together to enjoy music. To address this concern and combat the epidemic of drug abuse, we ensured that the ‘Nasha Mukt Forever’ messaging reached the youth at a concert of a band they idolize. We’re delighted by the way IPG Mediabrands has brought this brief to life and are grateful to John Abraham for helping us shine the spotlight on this cause.”
Dhruv Jha, Co-head, Mediabrands Content Studio (the content arm of IPG Mediabrands India), added, “Given the stress and challenges of today’s fast-paced life, people are more vulnerable to substance abuse and addiction than ever. To drive change effectively, we’ve leveraged relatable messaging and powerful partnerships that resonate with the youth and make staying clean look ‘cool’. We’re privileged to have worked with the Navi Mumbai Police, John Abraham, and the Coldplay concert teams for this important campaign.”
Sharing her thoughts on the idea and execution of the campaign, Eshwari Pandit, Senior Creative Director, Interactive Avenues (the digital arm of IPG Mediabrands India) said, ‘Once in a while we get to use our craft to make our city a better place. And, for that, we’re immensely proud of all those who helped take this idea from insight to execution in just a week.”
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