“Say No, Live More”: Karnataka Launches Statewide Anti-Drug Campaign Targeting Youth

Initiative Aims to Educate Students Through Real Stories, Celebrity Endorsements, and Digital Outreach

Bengaluru, August 8, 2025 – In response to rising drug abuse cases among Karnataka’s youth, the state police, in collaboration with Manipal Foundation and MAYA Films, launched Drug Free Karnataka, a statewide awareness campaign aimed at schools and colleges. The initiative, unveiled at the Manipal Academy of Higher Education (MAHE) Bengaluru campus, combines real-life testimonies, celebrity endorsements, and a year-long digital push to combat narcotics use.

With over 6,000 reported cases in 2023 and numbers climbing in subsequent years, authorities are adopting a multi-pronged strategy—enforcement, education, and community engagement—to tackle the crisis.

A Collaborative Effort Against Drug Abuse

The campaign brings together law enforcement, healthcare experts, and educational institutions to address drug abuse as both a public health and societal issue.

Dr. Pronab Mohanty, IPS, Director General of Police (Cyber Command, Narcotics), emphasized the need for collective action: “This initiative moves beyond reactive policing to proactive societal engagement. Drug abuse doesn’t just harm individuals—it devastates families and communities. We must focus on prevention, rehabilitation, and shared responsibility.”

Ms. Savitha Srinivas, IPS, Superintendent of Police (Narcotics and Organised Crime Division), highlighted alarming trends: “With cases rising sharply, we’re deploying a dual approach—physical outreach in campuses and a sustained social media campaign. Soon, every educational institution will have anti-drug committees to reinforce preventive measures.”

Powerful Storytelling and Celebrity Advocacy

A key component of the campaign is a hard-hitting 17-minute documentary featuring real-life accounts of addiction and recovery. The film aims to humanize the consequences of drug abuse while offering hope through rehabilitation stories.

Adding star power to the cause, cricket legends Anil Kumble and Javagal Srinath have endorsed the initiative, lending credibility and broadening its appeal among young audiences. Their involvement, alongside testimonials from healthcare professionals and senior officials, strengthens the campaign’s outreach.

Education as a Tool for Change

Academic institutions like MAHE Bengaluru are playing a pivotal role in fostering awareness.

Prof. (Dr.) Madhu Veeraraghavan, Pro Vice-Chancellor of MAHE Bengaluru, stated: “Education is our strongest weapon against social evils like drug abuse. By hosting this campaign, we reinforce our commitment to student well-being and community health. Partnerships like these create lasting impact.”

A Year-Long Digital Push

To sustain momentum, the campaign will leverage social media with targeted content, training programs for student volunteers (“narco-warriors”), and mandatory institutional committees. The initiative also has backing from NIMHANS and the Karnataka Health Department, ensuring a science-backed approach to prevention and rehabilitation.

With enforcement, education, and empathy at its core, Drug Free Karnataka marks a critical step in protecting the state’s youth from the scourge of narcotics—one story, one school, and one click at a time.

Key Takeaways:

• Statewide campaign targets students through schools and colleges.

• Real-life documentary and celebrity endorsements amplify impact.

• Social media drive ensures year-round engagement.

• New mandates will require anti-drug committees in all educational institutions.

• Collaboration between police, health experts, and educators strengthens preventive measures.

By blending enforcement with awareness, Karnataka aims to curb drug abuse before it takes root—empowering its youth to Say No and Live More.