MUMBAI, Feb. 21 -- For months, it was the "khaki swag"- the sharp salute, the slow-motion walk, the gym flex in uniform, the dramatic background score from a Bollywood cop film that had been clocking millions of views on Instagram, turning some Mumbai police personnel into unlikely social media stars. On Thursday, however, the swagger hit pause. In a circular issued to all 51,000 personnel, the Mumbai police top brass directed officers and constables to immediately stop posting reels, mini-vlogs and other social media videos shot in uniform. The order warns of strict disciplinary action against those who fail to comply. The circular, signed by deputy commissioner of police (Special Branch) Dattatray Kamble, states that such videos often inadvertently reveal office premises, government vehicles, equipment or duty-related information, raising concerns over confidentiality and security. The Social Media Lab of the Mumbai police has been asked to actively monitor platforms and report any violations. Erring personnel could face proceedings under the Maharashtra Civil Services (Disciplinary and Appeal) Rules, 1979. "It has been observed that some police officers/personnel of the Mumbai Police Force are creating and posting reels, mini-vlogs, or other videos on social media while in uniform. In some videos, office premises, government equipment, vehicles, or information related to duty are inadvertently visible," the circular states. The move follows a July 2025 Government Resolution (GR) regulating social media use by state government employees. The resolution cautions employees against self-promotion, criticism of government policies, sharing confidential documents, or posting offensive or defamatory content. It also instructs them to keep personal and official accounts separate and avoid displaying official designations, logos, government property or office details, except in profile photographs. The top police officials believe that while some reels may appear harmless or even entertaining, they carry the risk of breaching departmental secrecy and affecting the image and discipline of the force. Ironically, several Mumbai police personnel had become social media stars in their own right. Among them is Amol Kale, who boasts over 583,000 followers and has appeared in videos alongside actors like Ranveer Singh, Nora Fatehi and Malaika Arora. For many viewers, especially Gen Z, these reels offered a version of policing rarely seen in traditional news footage. "Today's youngsters don't just want to see authority, they want to see authenticity," said one officer who has created such content in the past. "When they watch us working out, laughing with colleagues or sharing slices of daily duty, it breaks the stereotype that police are unapproachable. They relate to the discipline, the fitness, the confidence. The uniform already commands respect, but social media adds personality." Another officer explained the formula behind the viral reach. "Using background tracks from films like Dabangg or Singham naturally boosts engagement because those songs are already associated with strong, heroic police characters. The algorithm picks up trending audio, so the reach multiplies. When you combine the uniform with a powerful soundtrack people instantly recognise, it creates impact within the first few seconds, and that's crucial on Instagram." Several police personnel had built sizeable followings but for the police department's concern is not popularity but protocol. Senior officers told HT that they believe that even harmless-looking videos can compromise confidentiality or blur professional boundaries. A few seconds of footage could unintentionally capture sensitive information, location details or operational material....