Gurgaon, Dec 23 (IANS): "Traffic Tau", a man dressed in white dhoti, blue jacket, red turban and carrying a lathi (cane), will be the new mascot of the traffic police here who will deliver messages on road safety in the local Haryanvi dialect and educate people about traffic rules.

The mascot was launched by Bollywood actor Chandrachur Singh Monday at a press conference along with Commissioner of Police Alok Mittal and Joint Commissioner of Police (Traffic) Bharti Arora.

A person dressed as Traffic Tau and representatives of Gurgaon traffic police will stand at popular intersections, traffic lights and public hangouts.

The initiative is being supported by SABMiller India's "Respect the Road" campaign and Home Safe, Delhi's first chauffeur on hire service.

"'Respect the Road' has successfully worked towards roads safety in Gurgaon for the past one year. With the launch of our mascot 'Traffic Tau', we have taken an innovative approach towards spreading awareness on the subject," Arora said.

"The amiable yet authoritative character of 'Traffic Tau' will instantly connect with people in Gurgaon. With the festive season approaching, the character will bring alive the importance of safe driving and spread the message of road safety. We look forward to a safer Christmas and New Year with the launch of this initiative and urge everyone to pay heed to Traffic Tau," the official said.