Venda, bro! Kerala's Thrissur has a new rallying cry in its fight against drug abuse

It's the new mantra in Kerala's Thrissur city. Literally translating to 'Don't, Bro', Venda Bro is an anti-drug campaign initiated by the local police. The campaign employs flash mobs - sudden gatherings of people, usually orchestrated on social media to encourage young people to stay away from drugs.

The campaign began on October 2, when 30 well choreographed personnel of the Thrissur police staged the first flash mob performance at Shakthan bus terminal. Since then, besides being joined by some 30 local student troupes, Venda Bro has gone viral on social media and YouTube. This unusual bid to reach out to young people is the brainchild of Thrissur's police commissioner Rahul Nair. "It's the first time in the country that police have organised flash mob fests," he says, admitting the force had grown weary of repeatedly holding "awareness classes and seminars that yielded no results".

Thrissur officials say the incidence of drug trafficking and NDPS (Narcotic Drugs and Psychotropic Substances) offences have been on the rise, and that most drug users are under 30 years of age. Thrissur police range inspector general A.R. Ajithkumar describes the campaign as "social surveillance... supported by effective policing".

Venda Bro is clearly a big hit, judging by the numbers chipping in. Aside from student groups, self-help groups, journalists, auto drivers and wage workers, there are film stars like Unni Mukundan, Manju Warrier and Jayaraj Warrier in the campaign mix as well. Politicians are on board too, agriculture minister VS Sunilkumar and industries minister AC Moideen were both involved.

Commissioner Nair says the campaign, now nearly a month old, has been very effective. "We are getting a lot of intelligence inputs and can act more effectively," he says. While it is too early to declare it a success, it appears that Thrissur has found a rallying cry in the fight against drug abuse- Venda Bro!