Delhi Police, one of the largest metropolitan police forces in the world wanted a communication partner who could enhance their digital presence by not just helping them keep the audience informed but also effectively engage with them on Twitter and elicit brand love.
Our first step was to craft a narrative that would personify Delhi Police as someone citizens can count on. We then drafted a list of the initiatives, awareness campaigns, rich history, success stories that Delhi Police has undertaken and created content that is inspiring, puts forth the force in the right light, and creates no potential backlash.
The key aspect was to strike a balance between engaging information and sincerity while not making any mistake for any potential troll.
The handle grew from 20,000 followers to 350,000 followers organically in 2 years. All campaigns got featured in national media for their quirkiness and to the point communication. The Police Force also saw a reduction in traffic offence, eve-teasing offence, ragging and increase in downloads of citizen apps.
We created radio spots on Delhi Police initiatives for people’s safety with catchy phrases that were sticky and colloquial.
We found a sweet spot to deliver hard-hitting messages in a way that was fun, share worthy and also news-worthy.
Print & OOH communication was in sync with our digital campaign for a wider reach.
