Diageo offers you a guardian angel

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Last updated : November 18, 2008

The liquor manufacturer has started the campaign in a bid to promote responsible drinking

Global

drinks giant Diageo Plc is doing its bit to ensure responsible drinking in the upcoming festive season. In association with the MTV Network, Diageo has kicked off the Guardian Angel campaign, which is its bid to ensure that people do not drink and drive.

With Christmas and New Year almost upon us, a team of ambassadors dressed as angels will visit key watering holes in Mumbai and Bengaluru over the weekends. The guardian angels will hand out water bottles, asking patrons to dilute their drink with water. They will also offer tips on how to drink responsibly.

"There is a need to communicate the idea of responsible drinking in a way that appeals to the consumer and the guardian angel idea will work well," says Asif Adil, managing director, Diageo India Pvt. Ltd.

The activity will be carried out for a period of two months in nightspots such as Red Light, Indus, Polyesthers, Bootlegger and Not Just Jazz by the Bay. The ambassadors will carry merchandise that says: 'If You Drink, Don't Drive'.

The campaign has a digital leg to it, too. You can log on to Guardianangelasia.com and learn more about the campaign and even become a guardian angel yourself. This part of the campaign will be carried out all over India and throughout the countries of the MTV Asia network - China, Thailand, Singapore, Korea and India.

Ashish Patil, general manager, MTV Networks India, says, "Since we speak the language of the youth, and that's the audience that Diageo wants to speak to, we look forward to carrying out this social initiative."

The campaign is on air too, with commercials featuring its VJs being aired by MTV in its Asia markets, promoting the concept of responsible drinking and not driving after a drink.

The telephone numbers of the cab service, Meru Cabs, will be distributed along with the water bottles to encourage people who've had one drink too many to take a cab home. Meru Cabs will also carry branding about the campaign.