The tyre brand installs breath analysers across city; launches digital campaign to create awareness about the initiative.
In an effort to make Mumbai roads safer, the tyre manufacturing company CEAT, the flagship company of RPG Enterprises, has in conjunction with the Mumbai Police, installed breath analysers across various pubs in the city. The breath analyser (also known as breathalyser) is a device that helps people identify their state of inebriation, and based upon that decide if they are legally allowed to drink and drive.
CEAT has already installed breath analysers in eight locations in Mumbai. These are Monkey Bar, Elbo Room, Escobar, Bora Bora, I bar, Marine Plaza, Khar Social, and Corniche. It plans to take this total up to 20 by the end of December this year. It also plans to install breath analysers across a host of pubs and lounges across India.
To create awareness about the initiative, CEAT has launched a digital campaign across multiple platforms. The YouTube video '#NoMoreFunny' has already gone viral within two days and has clocked over 700,000 views until now. The video has also amassed around 2,00,000 views on the Logical Indian Facebook page.
Speaking on the initiative, Nitish Bajaj, vice-president marketing, CEAT, says, "Through the breathalysers, we aim to engage and sensitise people about the benefits of safe driving. We believe the initiative will help people make an informed decision before they take to the wheel. Initiatives like these are a vital part of our vision to make mobility safer and smarter every day."
In order to gauge the state of insobriety, the user has to take a straw and blow it inside the breath analyser. The device will analyse and ascertain if the user has reached the maximum permissible limit for him to drive, and help him/her make an informed decision to minimise safety risks.
CEAT has launched several initiatives in the past to promote road safety such as a tie-up with Party Hard Drivers (PHD), a Mumbai and Pune-based chauffeur's service to reduce road catastrophes and drunk-drive cases. CEAT also tied-up with the kid's edutainment chain KidZania, engaging more than 500 children in Mumbai across the age group of 5-10 years. The campaign's aim was to educate kids about the nuances of safe driving in a fun way. Kids were encouraged to pass on road safety messages to their parents leading to a significant impact.