MUMBAI: Following the one year success of ‘Respect the Road’- Don’t drink and drive campaign, SABMiller India launched a new phase of the campaign. The campaign has partnered with the popular radio station Radio City FM to reach out to wider masses to take a pledge and promote the message of responsible drinking behaviour. Listeners can call all day during Diwali to take an on-air pledge of not to drink and drive and participate in activities like ‘Pledge Mobile’.
The campaign is also being promoted through social media, where social enthusiasts can log on to twitter and participate in a tweet-a-thon contest. Twitteratis are being asked to tweet responsible drinking messages and take a pledge to promote road safety behaviour and ensure not to drink and drive.
With the launch of the new phase, new messaging on road safety, respecting the traffic signals and not mixing drinking and driving have been put up all across Gurgaon in form of hoardings.
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Launched in October 2011, the campaign focuses on overall road safety and encouraging people to not drink and drive. As part of the campaign, SABMiller India has collaborated with Home Safe- NCR’s first Chauffeur Service. Home Safe offers its services through an experienced fleet of over 100 chauffeurs that cater to people who adopt and demonstrate responsible drinking behavior, and avoid driving after drinking.
SABMiller India Corporate Affairs and Communications director Ajit Jha said, “Supporting responsible drinking behaviour is one of the core sustainable development priorities for SABMiller India. Keeping the festive celebrations in mind, we have launched new creative and expanded the scope of activities through new tie-ups under our campaign Respect The Road campaign, which is focused on reminding people to not to mix drinking and driving.”
Radio City 91.1 FM President & COO Ashit Kukian, “Radio City 91.1 FM is very happy to associate with SABMiller India for their initiative ‘Respect the Road’- Don’t drink and drive campaign. Through our radio station, we will take the campaign closer to the listener’s hearts and minds and spread awareness about responsible drinking. We are glad to be a part of this initiative to promote and educate the public in road safety.”
Home Safe India director Nikhil Saigal said, “We are happy to associate with SABMiller India for promoting and supporting this campaign ‘Respect the Road’. Our services have increased by more than 100% as compared to previous year which indicates that people have become more aware and responsible and are opting for alternatives like hiring a cab or driver.”
SABMiller India is doing a 360 degree amplification of the campaign to seek & garner consumer attention. The online Facebook page of the campaign is highly interactive organizing quizzes, providing latest updates and various promotions encouraging people to not to drink and drive.
