Mumbai Police Uses Viral Baby Monkey Story To Promote 112 Helpline, Wins Hearts Online

In a refreshing blend of creativity and public service messaging, Mumbai Police has turned a viral animal story into a meaningful awareness campaign for India’s national emergency helpline number 112. By using the emotional journey of Punch, a baby Japanese macaque who captured global attention, the department delivered a powerful message about responsibility and action.

A Creative Twist on the “Three Wise Monkeys”

The campaign was shared on Instagram and cleverly adapted the timeless “Three Wise Monkeys” philosophy. The first three slides reflected the familiar messages:

• Bura Mat Dekho (See no evil)
• Bura Mat Suno (Hear no evil)
• Bura Mat Kaho (Speak no evil)

But it was the final slide that stood out. Adding a modern and action-oriented twist, Mumbai Police introduced:

“Bura Mat Karo” (Do no evil)

This slide featured Punch, the baby Japanese macaque who recently went viral for his touching survival story. Alongside the visual, the department urged citizens to report wrongdoing and emergencies by dialing 112. Hashtags such as #JustPunchIn112 and #WiseMonkeyAdvise made the campaign engaging and relatable for younger audiences on social media.

The creative approach struck a chord online, with many users praising the department for combining humor, empathy, and civic responsibility in a single message.

Who Is Punch, The Viral Monkey?

Punch is a baby Japanese macaque who became an internet sensation after being abandoned by his mother shortly after birth. His story gained widespread attention when images showed him clinging to a stuffed orangutan toy provided by zookeepers for comfort.

The emotional visuals of the tiny monkey seeking warmth and companionship melted hearts across social media platforms worldwide. The innocence and vulnerability displayed in those photos made Punch a symbol of resilience and hope.

By incorporating Punch’s story into their campaign, Mumbai Police tapped into an already viral and emotionally powerful narrative, making their public service message more impactful and shareable.

Delhi Police Also Joins The Awareness Drive

The creative campaign didn’t stop in Mumbai. Delhi Police also used Punch’s image as part of a public awareness initiative. In one of their social media posts, a uniformed police officer was seen walking alongside the young monkey, reinforcing the message that help is always within reach.

Their caption reminded citizens that authorities are available 24/7 and encouraged people to dial 112 for immediate assistance in emergencies.

The coordinated efforts of both police departments demonstrate how digital platforms can be effectively used to connect with citizens, especially younger audiences who actively consume and share viral content.

What Is The 112 Emergency Helpline?

The 112 helpline is India’s single, integrated emergency response number. It provides immediate access to:

• Police services
• Fire brigade
• Ambulance services

Designed to align with globally recognized emergency systems like 911 in the United States and 999 in the United Kingdom, 112 ensures a simplified and unified emergency response across the country.

Available nationwide, the helpline is part of the government’s effort to modernize emergency services and make assistance more accessible to citizens.

A New Age Of Public Messaging

This campaign highlights a growing trend in law enforcement communication — moving beyond traditional announcements and embracing storytelling, pop culture, and viral trends.

By combining a heartwarming animal story with a strong civic call-to-action, Mumbai Police not only promoted awareness but also strengthened their connection with the public. The campaign proves that public safety messaging does not always have to be serious and formal; it can be creative, compassionate, and engaging while still delivering an important message.

As social media continues to shape public discourse, such innovative approaches may become the norm in awareness campaigns. And if this initiative is any indication, blending empathy with responsibility might just be the most effective way to encourage citizens to “Do No Evil” — and report it when necessary.