Navi Mumbai Police Unveils ‘Nasha Mukt Forever’ Campaign at Coldplay Concert

Navi Mumbai Police launched the 'Nasha Mukt Forever' campaign at the Coldplay concert, with Bollywood superstar and fitness icon John Abraham as the campaign ambassador.

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Nirlipta K By Nirlipta K
2 Min Read

Navi Mumbai Police successfully launched their ‘Nasha Mukt Forever’ campaign at one of the biggest music events of the year, the Coldplay concert in Mumbai. In partnership with IPG Mediabrands India, the initiative seeks to address the growing issue of drug abuse among youth, reaching more than 45,000 concertgoers over the course of three days.

Influencing Gen-Z

Bollywood superstar and fitness icon, John Abraham, took the lead as the campaign’s ambassador. His involvement has been instrumental in raising awareness through organic engagement, social media mentions, and a prominent visual presence throughout the event. As the face of ‘Nasha Mukt Forever,’ he has helped amplify the campaign’s message to the younger generation.

A key element of the campaign was the distribution of specially designed ‘Nasha Mukt Forever’ wristbands to concert attendees. These wristbands, which served as symbols of commitment to a drug-free lifestyle, were designed with bold fonts and vibrant colours to appeal to the Gen-Z audience. They quickly gained popularity on Instagram, becoming a trending topic as concertgoers shared images of their wristbands on social media.

Widespread Campaign Visibility

The campaign’s message was prominently displayed across the concert venue, with large banners promoting a drug-free life. In addition, the campaign gained extensive outdoor visibility in Navi Mumbai, with billboards at railway stations, bus panels, and digital screens on platforms like Ola and Uber, further amplifying its reach.

The campaign also encourages local residents to actively contribute to the fight against drug abuse by using the helpline 8828112112 to anonymously report any drug-related activities in their communities. This promotes greater community participation in creating a safer, drug-free environment for everyone.

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