SABMiller India's 'Respect the Road' - Don't drink and drive campaign presents Traffic Tau

Company Brief

National, February 24, 2014

Who is Traffic Tau: A cheerful, middle aged, Haryanvi man (animated character) who looks like a refined and educated villager. He expects everybody to mind the values and follow road safety rules.

Why Tau: Tau in Haryana means dad’s elder brother. He holds an extremely significant place in North India and commands respect due to his stature in the family hierarchy. People often listen to the advice of elders and would definitely follow what Tau has to say. Further, his warm and amicable mannerisms will instill people to adhere to his advice.

What is Tau’s role: Tau will act as a mascot for all traffic police related communication, educating people about traffic rules, road safety in mass media and in person too.

Tau’s dress: Tau wears a white dhoti (kurta), blue jacket and red pagri. He carries a lathi representing his authoritative character.

Tau’s roles and responsibilities: Tau’s awareness activities include supervising roadshows, visiting colleges and offices to spread knowledge and awareness about traffic rules and road safety, educating people about traffic rules at Residents Welfare Associations (RWAs), giving road safety messages on digital and traffic updates on FM radio in the local Haryanvi accent.

For further information, please contact:

Genesis Burson Marstellar

Yamini Thapa

Mobile: +919999067127

Email: Yamini.Thapa@bm.com