A friction reduction assembly for a downhole tubular. The friction reduction assembly includes an electrically activated friction reduction sub. The sub includes a flowbore fluidically connected to a flowbore of the tubular and remaining open for fluid flow therethrough during both activated and non-activated states of the friction reduction sub. A friction reducer responsive to an indication of lockup of the tubular, wherein friction between the tubular and surrounding casing or borehole is reduced in an electrically activated state of the friction reduction sub. A method of reducing friction in a downhole tubular is also included.