Ajay Devgn -- because the Mumbai Police need a brand ambassador
The idea being that we assist the police in vigilance against terrorism. But they need a film star if it's going to work this time around.
"Jagrut Mumbaikar" was first launched in Mumbai in 2008, with 80 residential societies, 68 colleges and 113 schools playing a part, but it had a low profile and suffered a lack of response.
After the November 2008 terrorist attacks the campaign was strengthened to cover slums, chawls and coastal line areas and now has actor Ajay Devgn as its face.
"With Devgn as brand ambassador, I am sure the campaign will continue to be successful," says Mumbai Police Commissioner Sanjeev Dayal.
"Mumbai is one of the safest cities in India and that is a result of the efforts taken by the Mumbai Police. However, to make it the safest city in the world, the citizens need to join hands and become aware of the threats. They should help police effectively to ensure our safety," Devgn told the newspapers.
Devgn recently played the role of a local hero turned politician in "Raajneeti", then a Mumbai underworld don in "Once Upon A Time in Mumbaai" and now he's the face of the police for real.
