MUMBAI: Music channel MTV has joined liquor brand Diageo to launch â€?Diageo MTV Guardian Angel’ campaign that promotes responsible drinking. The campaign was launched by Diageo India MD Asif Adil and MTV VJ Nikhil Chinnapa. The tagline of the campaign says listen to your Guardian Angel – if you drink, don’t drive….
As part of the initiative, a team of ambassadors, dressed as angels, will visit Mumbai and Bangalore’s key clubs and bars over the weekends to encourage party-goers to refrain from driving under the influence of alcohol, and to use public transport or to designate a driver instead.
Adil said, Alcohol is there to be enjoyed – but responsibly. No one should ever drink and drive. We believe our â€?Guardian Angels’ will grab everyone’s attention and help to deliver this message in an appealing and inspirational way. We are excited that MTV has agreed to join us in promoting this cause, and have brought VJs Anusha Dandekar and Chinnapa on board, because they are people that our target audience will easily identify with….
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MTV Networks India GM Ashish Patil added, “MTV has always believed in not just reflecting but also leading its audience. We do that for a variety of causes including HIV/AIDS and the environment. We connect because we never get preachy but speak the audience’s language. Anti-drunk-driving is one issue that our core audience is very vulnerable to.”
For approximately two months, the Guardian Angel squad will visit nightspots in both cities like Red Light, Indus, Polyesthers, Bootleggers and Not Just Jazz By the Bay. The team will distribute merchandise that carries the â€?if you drink, don’t drive’ message.
Prior to MTV, Diageo had jointly campaigned with Formula One champion Lewis Hamilton, and golfer Jeev Milkha Singh.
