During the Covid-19 pandemic, enforcing lockdowns in India was tough. To support police efforts, we launched #MainBhiMumbaiPolice, urging citizens to self-police and stay indoors.
The campaign, shared on Mumbai Police’s Twitter and boosted by Bollywood stars like Kareena Kapoor Khan and Anushka Sharma, went viral within three days—all with zero media spend.
Its success led to adaptations across states: #MainBhiPunjabPolice, #MainBhiHarjeetSingh, #MainBhiUPPolice, and #NanuKoodaBengaluruPolice. #MainBhiHarjeetSingh became a symbol of solidarity after a Punjab officer was injured, gaining nationwide support.
• 779M+ potential reach via media
• 247M+ social media reach
• Viral celebrity and citizen engagement across cities
• Citizens began actively reporting lockdown violations
• Sparked a wave of respect and solidarity for police forces across India