SABMiller India has partnered with Rapid Metro Gurgaon (RMGL) and launched an outdoor campaign to promote responsible drinking and road safety.
The message has been creatively designed with the 'Don't Drink and Drive' mascot 'Traffic Tau', to ensure that it reaches people and sticks with them.
This campaign is part of 'Respect the Road' programme that was launched in 2011, and is supported by the Gurgaon Police.
Speaking about it, Meenakshi Sharma, vice president, sustainability and communications, SABMiller India, says, "Promoting responsible alcohol behaviour is one of our key sustainable development imperatives. We are happy to associate with Rapid Metro Gurgaon to help us promote responsible drinking and road safety. The initiative should help us reach commuters in Delhi and Gurgaon, who use rapid metro every day."
Sanjiv Rai, managing director and CEO, RMGL, says, "Rapid Metro Gurgaon has been catering to its commuters, providing safety and convenience. With the same thought, we have partnered with SABMiller India's 'Respect the Road' programme to promote responsible drinking and road safety. Through this initiative, we aim to reach out to more commuters and spread awareness about the programme."
Other partners of the programme include Home Safe India - call a chauffeur partner, radio partners - Radio City 91.1 FM and Taxi partner - Mega Cabs.
The programme is also being promoted on digital with innovative posts on road safety, urging people to look for alternatives to drinking and driving.
SABMiller India is the Indian arm of SABMiller plc that has more than 200 beer brands and 70,000 employees in over 80 countries. The group's portfolio includes global brands such as Peroni Nastro Azzurro, Miller Genuine Draft, Pilsner Urquell and Grolsch; as well as leading local brands such as Aguila (Colombia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia) and Tyskie (Poland). The company serves the market with ten breweries across various states in India with popular brands such as Haywards 5000, Knock Out, Royal Challenge, Foster's, Indus Pride, Miller High Life and its super-premium international brand Peroni Nastro Azzurro.