In a creative digital outreach move, Mumbai Police has used the viral Japanese baby macaque Punch to spread awareness about the national emergency helpline number 112.
Punch, a young macaque who gained global attention after being abandoned at birth and finding comfort in a plush toy, has now become the face of a public safety campaign.
‘Be wise, report vice’ message
On Instagram, Mumbai Police shared a series of posts inspired by the “See no evil, Hear no evil, Speak no evil” philosophy. The first slides featured monkeys captioned “Bura Mat Dekho,” “Bura Mat Suno,” and “Bura Mat Kaho.” The final slide showed Punch holding his stuffed toy with the message “Bura Mat Karo” (Don’t do bad).
The post carried the hashtags #JustPunchIn112 and #WiseMonkeyAdvise, encouraging citizens to dial 112 in emergencies.
The 112 helpline is India’s integrated emergency response number, connecting callers to police, ambulance and fire services through calls, SMS, panic buttons and the ‘112 India’ mobile application.
Growing trend in police outreach
Earlier, Delhi Police also used Punch’s image in a similar awareness campaign, stating that help is always available by dialling 112.
Punch’s story — from being abandoned to gradually integrating with his troop — resonated widely on social media. Zoo officials have said that while he faced minor struggles adjusting, he is steadily finding his place.
The innovative campaign highlights how law enforcement agencies are increasingly leveraging viral content and emotional storytelling to engage the public and promote civic awareness.