Bacardi promotes safe driving with Schumacher, Karthikeyan

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 05, 2009
The company is offering people a chance to be next to the driver's seat with Schumacher

Bacardi has announced its 'Champions Drink Responsibly' campaign in India. The campaign is being executed in 28 countries and is a part of the company's global drive to spread awareness about responsible driving. Formula1 world champion, Micheal Schumacher, is promoting the campaign and India's own champion, Narain Karthikeyan, is supporting it in India.

A contest is being held in which people can log on to the website,, participate and get a chance to be next to the driver's seat with Schumacher. The Formula1 champion will do the laps at the Ascari Race Circuit in Spain in May to promote the cause.

Arvind Krishnan, marketing head, Bacardi Martini India Ltd, says, "Schumacher has been associated with Bacardi since last year when we launched the first phase of our campaign. The ideas was to create awareness about the subject."


phase two now, we are engaging consumers and sensitizing them," he adds.

The campaign asks drivers to abstain from driving after drinking and explore other options such as taking non-alcoholic drinks, using public transport or taxis, or using a designated driver.

As part of the campaign, Bacardi has associated with Party Hard Drivers (PHD), a taxi service provider which offers transport to late night party goers in Mumbai. Designated drivers from PHD will be provided to people at all Bacardi events in the city.

Bacardi has also created a Champions Drivers Club Lounge at its events, where people can choose to have non-alcoholic drinks.

Krishnan says that the campaign is being promoted through TV, print, the Internet and mobile media.

© 2009 afaqs!