The in-house developed experimental setup that imitates the wellbore being drilled in presence of surrounding drilling fluid is utilized to investigate the buckling phenomena of drill string. The paper also presents experimental investigations on the effect of changing the friction coefficient on the buckling lockup situations of drill string. Results reveal that axial transferred loads decrease with the increase of friction coefficient. The results, highlights the significance of changing the drilling fluid rheology, mainly the friction factor, to reduce the friction between the wellbore and the tubing, and thus improve axial force transfer which is mainly responsible for initiation of buckling and limited reach of drilling operation. Drilling fluid with lower friction factor significantly reduces the friction between the tubing and the wellbore. The tube takes the same shape with the change of COF at the same load.