To chart out an effective communication strategy, the Mumbai Police has joined hands with the Advertising Agencies Association of India (AAAI) for the ad blitz. Says Mr Ramesh Narayan, president, AAAI: "Our association has come up with creative ideas for effective ad campaigns. Internally, we took the help of our members and collectively came up with creative strategies. Being the apex body of Indian advertising agencies, we wanted to play a significant role in this effort."

Says Mr D Shivanandan, Joint Police Commissioner (crime), Mumbai Police: "With the help of our new ad campaign, we want to build a long-lasting rapport with the public to curb crime. As Mumbai is a commercial capital, we want to create a secure climate for investors across the globe." The police department plans to celebrate `Crime Prevention Week 2000' from November 20, 2000.

According to Mr Shivanandan, over 28 Indian companies have sponsored television commercials on channels like Star Plus from November 20, 2000. "HLL and the Tatas, among others, have sponsored our TVCs and cinema slides. Also commercial banks like Canara Bank, Bank of Baroda, HDFC, ICICI and Union Bank have agreed to sponsor our press ads and posters," informs Mr Shivanandan.

The Advertising Agencies Association is a national organisation of advertising agencies formed to promote their interests in the Indian advertising industry. "Our members account for almost 80 per cent of the advertising business placed in the country," adds Mr Narayan.

Following the success of its `awareness campaign' which was launched in February 1999, the Mumbai Police has decided to launch a high-powered campaign to enhance its image in Mumbai, says Mr Shivanandan. "In 1998, many investors wanted to flee Mumbai. With our campaigns we want to restoreconfidence in our department,''adds Mr Shivanandan.

As part of the `Crime Prevention Week' celebrations, the Mumbai Police plans to host seminars for school children in Mumbai. ``During the Crime Prevention Week, we will take school children to our different branches to educate them on our activities,'' explains Mr Shivanandan.