Punjab Police expands presence on social media to strengthen fight against COVID-19

From TikTok to Instagram, the state’s police force will leave no social media stone un-turned; move part of brand-building exercise

e4m by exchange4media Staff
Updated: Apr 7, 2020 8:43 AM  | 2 min read
social media

The Punjab Police have given themselves a major digital boost. In a bid to reach out to more people in the state, the state police department has taken to all popular social media apps. Already present on Facebook and Twitter like most other police forces in the country, the police in Punjab are now trying out having a presence on Instagram, Sharechat and TikTok.

Keeping in with the current times, the Punjab cops has been using social media to spread awareness about the novel corona virus. From creatives to videos and memes, and officials conducting live sessions, the Punjab Police is using their new found popularity on social media to the fullest to help people in the time of the present health crisis and the lockdown.

The social media campaign that mostly requests people to stay indoors also has unique slogans for individual cities in the state. The TikTok handle created by the police has got over 10 million views in a fortnight. The page already has 90,000 followers and close to eight lakh likes.

Most creatives that were put up on social media garnered millions of views in a matter of days. The overall engagement for Punjab Police of other platforms has also shot up 20 times in the last 15 days.

According to DesignBoxed, the creative agency helping Punjab Police with the campaign, the social media pages are attracting youngsters. “TV is a limited medium, hence sending out a message through a content strategy designed especially for the social media attracts millennials who are themselves participating in the campaigns to take the conversation ahead and this serves a larger purpose,” said Naresh Arora, Founder, DesignBoxed, the same creative political digital campaign management company that helped the Congress party with its social media campaigns. The agency has also worked for the Punjab assembly elections in 2017.

The pro activeness on social media is, however, not limited to spreading awareness on Coronavirus.

“We want to push information through these platforms in an entertaining way and the engagement these platforms offer is also unparalleled. We are not using the platform to not just spread awareness but also to answer queries. While we were always present on social media with DesignBoxed on board we have increased our reach and engagement to a large scale. This gives us better access and branding and we plan to use this social media conversation as a powerful tool in implementing our day-to-day activities even after the heath crisis is over,” said Surendra Lamba, Staff Officer to DGP Punjab.

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