The Mumbai Police have taken an imaginative and cheerful route to promote awareness about the national emergency helpline 112, blending an important civic message with a trending internet sensation. Drawing inspiration from Punch, a widely loved baby monkey from Japan who captured global attention online, the department crafted a campaign that balances emotion with responsibility. By using humour and familiar imagery, the police aimed to make the serious subject of emergency preparedness more relatable, especially for younger audiences active on social media platforms. The initiative reflects a growing trend of authorities adopting creative digital strategies to engage citizens effectively.
In a post uploaded on Instagram, the police department designed visuals echoing the timeless concept of the “three wise monkeys.” The opening slides portrayed monkeys symbolising “Bura Mat Dekho” (see no evil), “Bura Mat Suno” (hear no evil), and “Bura Mat Kaho” (speak no evil). The concluding slide featured Punch, a Japanese macaque, clutching his favourite stuffed toy, alongside the phrase “Bura Mat Karo” (do no evil). The campaign concluded with catchy caption and hashtags: 'Be wise, report vice #JustPunchIn112 and #WiseMonkeyAdvise,' cleverly encouraging citizens to remember and dial the helpline whenever faced with emergencies or distressing situations.
Punch’s journey has resonated deeply with people across social media worldwide. The infant macaque was reportedly left behind by his mother soon after birth and later received care from zoo staff. To comfort him, caretakers provided a soft orangutan plush toy, which soon became his constant companion. Photographs and clips of Punch embracing the toy spread rapidly online, symbolising tenderness, survival and emotional healing. The Mumbai Police smartly connected these themes of protection and support with their public safety appeal, reinforcing the idea that assistance is always within reach through the emergency number.
Earlier, the Delhi Police had also leveraged Punch’s popularity to highlight the same helpline service. In their social media outreach, a police officer in uniform was depicted walking beside the small monkey, accompanied by a caption reassuring citizens that help remains accessible at all times. The post urged people not to hesitate and to dial 112 during urgent situations. Such campaigns demonstrate how law enforcement agencies are increasingly turning to innovative storytelling methods online to ensure that essential public information reaches a wider and more diverse audience.
The 112 helpline serves as a unified emergency contact number recognised across India and several other countries, linking callers to police, medical assistance and fire services. It can be accessed through phone calls, text messages, emails, panic button features and the dedicated ‘112 India’ mobile application, ensuring multiple channels of communication during crises. Meanwhile, caretakers in Japan have shared that Punch is slowly adapting to life among other macaques. Although he initially faced challenges, including bullying from older monkeys, experts describe this adjustment period as a natural step in social development and learning.