Skip to content
Search

Latest Stories

Making a song and dance about anti-virus measure

PRAISE FOR KERALA POLICE’S HAND-WASHING VIDEO AS ‘MODERN MARKETING TOOL’

by NEERAJ KRISHNA


AS THE World Health Organization and health specialists emphasised the importance of thorough hand-washing to protect against the coronavirus, a police media team in a south Indian state brainstormed on how to take the message to the masses.

“We wanted to avoid a routine press release, or poster,” said VP Pramod Kumar, deputy director of the  Kerala Police Media Centre.

One officer came up with the suggestion of making an offbeat video.

After some deliberation, the team chose a peppy tribal song from a recent Malayalam blockbuster, Ayyappanum Koshyum.

“The choreography, rehearsal and shoot were wrapped up in three and-ahalf hours,” said Kumar. “The last time these guys did such a group dance was probably while in college (university)!”

There were some apprehensions on how the video would be received, he said.

However, to their surprise, the clip went on to be a massive hit with thousands of views within hours, especially after state chief minister Pinarayi Vijayan tweeted it from his official handle.

The national and international media, too, gave the initiative a thumbs-up. Encouragingly, the biggest impact was on children, who lapped up the “police uncles’ video”.

Dr Shyam Sarat of Kozhikode district noted: “The packaging – music, choreography, message – clicked well.

It’s always nice to see such an initiative from the police because most people, across age groups, pause and pay attention when men in uniform make an unusual move.”

Having served in rural areas, Dr Sarat said the video helped spread awareness outside cities too, thanks to WhatsApp, adding that “we tend to overestimate the level of awareness during such crises”.

“Besides the fake messages, there still are thousands of people who do not understand the gravity of the situation,” he said, pointing to videos showing some licking hand sanitiser off their palms.

Rajiv Ambat, chief health officer at the NuvoVivo Center wellness hub in Kochi, said the police did a “commendable job in bringing forth awareness on personal hygiene and care in such an innovative and funny, yet effective, manner”.

It’s a “tough and risky task” to promote new ideas in a “highly argumentative country like India”, he added. “The video is nothing short of effective modern marketing done for a noble cause.”

Besides spreading awareness, the video also had a “reassuring effect” on the public, noted Kumar. “We could convey that the police force was there with the public in these testing times.”

More than the global attention, he said, “the best part was receiving videos from parents of children imitating the dance”.

He highlighted another confidence winning gesture from the police, where officers volunteered to procure puja materials for a funeral at a quarantined Dubaibased banker’s home in Kozhikode, Kerala. It was a Muslim civil police officer who led the efforts to arrange traditional material needed for the Hindu rituals.

“We are thankful, and really surprised.

Pleasantly surprised,” said Anand Ramaswamy, whose mother had died.

The Kerala Police, of late, has succeeded in connecting with the common man.

Its Facebook page, for instance, crossed a million ‘likes’ last year, overtaking the NYPD [New York Police Department].

At a time when the state geared up for a lockdown, “such a connect would help us reach out to the public to avert crises”, said Kumar.

More For You

Kareena Kapoor

Striking appearance at the Vivienne Westwood show

Instagram/ kareenakapoorkhan

Kareena Kapoor dazzles in red at Vivienne Westwood show in Mumbai

Bollywood star Kareena Kapoor made a striking appearance at the Vivienne Westwood show in Mumbai on Tuesday evening, turning heads in a glamorous red ensemble. The event, held at the iconic Gateway of India, was a celebration of India’s rich textile heritage and featured an exclusive showcase of Vivienne Westwood’s Spring-Summer 2025 collection.

A show-stopping look

Kareena Kapoor, known for her impeccable fashion sense, was the cynosure of all eyes as she arrived in a stunning red gown featuring a thigh-high slit, corset bodice, and off-shoulder sleeves. Her outfit exuded elegance and sophistication, complemented by her gold-hued heels, which added a touch of glamour to her look.

Keep ReadingShow less
Timeless luxury: The 5 most expensive Rolex watches of 2025

Rolex continues to captivate the world with its dedication to perfection

Getty

Timeless luxury: The 5 most expensive Rolex watches of 2025

Rolex, a name synonymous with luxury, craftsmanship, and timeless sophistication, has once again redefined the boundaries of opulence in 2025. As one of the most iconic watchmakers in history, Rolex continues to create masterpieces that epitomise both innovation and style. Below, we explore some of the most expensive and desirable Rolex watches of the year, each a testament to unparalleled artistry and technical precision.

1. Rolex GMT-Master II Pepsi Meteorite (£49,000)

Rolex GMT-Master II Rolex

Keep ReadingShow less
Sukhvinder Kaur: Finding light in the tunnel of loneliness

Sukhvinder Kaur: Finding light in the tunnel of loneliness

LONELINESS can affect people of all ages and backgrounds in different ways. Sukhvinder Kaur was deeply impacted by social isolation after her marriage broke down, leaving her alone with two young children.

Despite a happy upbringing, a supportive family, and a strong community network, she began experiencing uncomfortable thoughts that didn’t resonate with her, leading to increased isolation.

Keep ReadingShow less
Ayurveda: The ancient science of balance and well-being

Ayurveda was given to mankind at the time of satyug, when the diseases though existed had not yet manifested in the physical world.

iStock

Ayurveda: The ancient science of balance and well-being

Ashwini Gurujii

Ayurveda finds it origin in one of the four Vedas, the Atharvaveda. Brahma ji propounded the science of Ayurveda and passed it on to Daksh Prajapati, who gave it to Ashwini Kumars, the physicians of devas, and they gave it to Indra.

Ayurveda was given to mankind at the time of satyug, when the diseases though existed had not yet manifested in the physical world. The level of existence was so pure and selfless that diseases were unable to manifest then. The rishis of satyug realized that in the times to come, the thoughts of people are going to become so polluted that diseases will find the required environment to manifest and then the need of Ayurveda would arise, so Rishi Bharadwaj went up to Indra Dev and asked for this divine science.

Keep ReadingShow less
Why helping ageing parents is precious

As our parents age, we embrace new roles in their lives with compassion and care.

Why helping ageing parents is precious

AS OUR parents’ health begins to deteriorate, one of the hardest things in life is watching them age. Some can no longer walk for more than 10 minutes, and their memory isn’t what it used to be. There are also hidden complications associated with ageing.

I grew up in a working-class family. My dad was named Simba when he lived back in Zanzibar, Africa. He swam in the open ocean and ran for miles. The joinery skills he learned from his father have been passed down to my brother and me. My mum worked long hours sewing and in factories to provide for us, ensuring we had everything we needed. She also taught me never to rely on anyone for anything, which has shaped me into the strong, independent woman I am today.

Keep ReadingShow less