Lord Yama takes over Hyderabad city signals to promote road safety

The Hyderabad Traffic Police have launched a unique road safety campaign by deploying actors dressed as Lord Yama Dharma Raju at busy junctions. The initiative, in collaboration with NGOs, aims to create a psychological impact on violators by blending cultural symbolism with enforcement.

Hyderabad: In a proactive step coupled with a creative bid to drive home the message of road safety, the Hyderabad Traffic Police have turned to mythology, deploying the iconic character of Lord Yama at busy traffic junctions to caution erring motorists.

Of late, at major intersections across the city, motorists are greeted by a striking figure dressed as Yama Dharma Raju complete with traditional attire, mace in hand and a stern expression reminding them that reckless driving could lead to dire consequences.

The Traffic Police initiative, in collaboration with NGOs like Sarvejana Foundation, is part of an intensified traffic awareness campaign, aims to leave a lasting psychological impact on traffic violators. Actors dressed as Lord Yama educate commuters on helmet usage, drunk driving, and speed control to reduce accidents, particularly at major traffic junctions.

Traffic officials said the idea is to communicate a serious message in a relatable and culturally resonant manner. “Instead of routine announcements and challans alone, we wanted something that instantly grabs attention. The presence of Lord Yama at a signal makes people pause and think about the value of life,” a senior officer explained.

Further, the character interacts with motorists waiting at junctions, cautioning helmetless riders, advising car drivers to wear seat belts, and urging citizens not to use mobile phones while driving. In some instances, mock warnings are issued in a humorous tone, stressing the importance of following traffic rules.

The campaign has been rolled out at accident-prone junctions and high-traffic corridors, particularly during peak hours. Traffic personnel accompanying the character distribute pamphlets highlighting common violations and the penalties associated with them under the Motor Vehicles Act.

Officials believe that combining enforcement with awareness can significantly reduce accidents caused by negligence. The Traffic Police plans to continue the campaign in phases, possibly introducing other culturally familiar characters to spread awareness about drunken driving, over-speeding and pedestrian safety.