Malayalam superstar Prithviraj Sukumaran has delivered a powerful message against drug abuse, calling narcotics “a dirty business that destroys lives, families, and the very soul of society”. His emotional appeal, delivered at an anti-drug awareness event in Kochi, has gone viral on social media, earning widespread praise from fans, educators, and public health activists.
Prithviraj’s stirring words at the anti-drug campaign
Speaking at the ‘Youth Against Drugs’ initiative organised by Kerala Police and the State Excise Department, Prithviraj said, “There is nothing heroic about taking drugs. Narcotics is a dirty business. It thrives on ruining young lives and creating addicts who become customers for life.”
He added, “If anyone tells you drugs are cool, strong, or empowering, they are lying. Drugs strip away your dignity, your family’s happiness, and your purpose in life.”
The event and its objectives
The ‘Youth Against Drugs’ campaign, held at Ernakulam Town Hall, was attended by over 1,200 students from colleges across Kochi and neighbouring districts. It featured awareness lectures, skits by college theatre groups, and presentations by de-addiction counsellors, highlighting the psychological, legal, and health hazards of drug use.
Inspector General of Police (Ernakulam Range) P. Vijayakumar said, “Kerala is witnessing a surge in narcotics cases. In 2024 alone, we registered over 32,000 NDPS Act cases, a sharp increase from previous years. Celebrities like Prithviraj speaking out have a major impact on impressionable youth.”
Why Prithviraj’s message resonated deeply
The actor, known for blockbuster films like Jana Gana Mana, Driving Licence, and Salaar, has always maintained a socially conscious public image. In his speech, he shared personal experiences from his student days, witnessing friends fall prey to drug addiction. “I have seen brilliant young minds lose everything to this menace. Don’t think it can’t happen to you just because you are educated or from a good family,” he warned.
He urged students to become role models in their campuses by reporting drug peddling activities and supporting friends in distress. “There is no shame in seeking help. Shame lies in knowingly walking towards self-destruction,” he emphasised.
Public health experts support his stand
Dr. Susan Mathew, a de-addiction specialist at Amrita Institute of Medical Sciences, said, “Prithviraj’s message is scientifically accurate. The narcotics trade manipulates neuropsychological vulnerabilities to hook adolescents and youth. His strong words can break the glamour narrative around drugs.”
She pointed out that recent surveys show:
| Age Group | Percentage of students experimenting with drugs |
|---|---|
| 15-18 years | 6% |
| 19-23 years | 11% |
| Above 23 years | 4% |
“Early intervention, open discussions, and celebrity advocacy are proven strategies in harm reduction,” Dr. Mathew added.
Police data reveal alarming trends in Kerala
Recent Kerala Police Narcotics Bureau data shows:
- Cannabis remains the most seized narcotic, followed by MDMA and heroin
- College students form a significant portion of first-time users
- Thrissur, Ernakulam, and Kozhikode districts reported highest NDPS Act cases in 2024
- Drug rackets increasingly use dark web transactions and cryptocurrency to avoid detection
Excise Commissioner Rajesh Kumar said, “Our crackdown is on supply, but demand reduction through campaigns like these is equally critical.”
Film fraternity lauds Prithviraj’s stand
Several actors and directors expressed solidarity with Prithviraj’s message. Actor Tovino Thomas posted on X (formerly Twitter), “Well said, Prithvi. Let’s all stand together to end this menace.” Director Blessy termed his speech “a reflection of cinema’s responsibility towards society.”
Fans react on social media
The speech trended on X under hashtags #PrithvirajSukumaran and #YouthAgainstDrugs with over 50,000 shares in 12 hours. Comments included:
- “Proud to be his fan. Drugs destroy everything. Well spoken, Prithvi anna.”
- “Need subtitles for his speech in other Indian languages. Every youth must hear this.”
- “Wish Bollywood stars also spoke like this instead of glamourising drugs in songs and movies.”
Prithviraj’s previous campaigns against substance abuse
This is not the first time Prithviraj has spoken out on social issues. In 2021, he participated in an excise department short film to spread awareness against synthetic drugs among school children. During the Covid pandemic, he actively promoted mental health campaigns highlighting alcohol dependence and anxiety issues.
Kerala government’s anti-drug strategy
The state’s ‘No To Drugs’ master plan involves:
- Mandatory awareness sessions in schools and colleges
- Strengthening Excise Intelligence and Anti-Narcotics Task Forces
- Establishing counselling centres in every district hospital
- Training college faculty as first-line psychological responders
Chief Minister Pinarayi Vijayan recently stated that the government will introduce stricter monitoring of social media drug peddling networks, which target vulnerable youth through encrypted chat groups.
Final message from Prithviraj to students
Prithviraj concluded his speech with an emotional appeal: “Your parents raised you with dreams in their eyes. Don’t destroy them for a few minutes of fake thrill. Stay away from drugs, stay away from the people who push you towards them, and remember – a strong mind is more powerful than any substance.”
Final analysis
Prithviraj Sukumaran’s unambiguous stand against narcotics at a time when drug glamorisation is rampant in digital media underscores the power of responsible celebrity advocacy. His words strike at the root of the crisis by calling out the dark reality behind an industry that thrives on human weakness. As Kerala and India grapple with a rising tide of synthetic and hard drugs entering educational spaces, such voices remain vital in shaping youth attitudes and public policy.
