SABMiller India
SABMiller India
SABMiller India
SABMiller India SABMiller India SABMiller India

Take a pledge this Diwali with ‘Respect the Road’- Don’t drink and drive campaign

Respect The Road Responsible Drinking Radio City
SABMiller India launches a new phase of the campaign with new messages, a radio campaign and tweet-a-thon
New Delhi, 14 November, 2012: Following the one year success of ‘Respect the Road’- Don’t drink and drive campaign, SABMiller India launched a new phase of the campaign on the sidelines of Diwali. The campaign has partnered with the popular radio station Radio City 91.1 FM to reach out to wider masses to take a pledge and promote the message of responsible drinking behaviour. Listeners can call all day during Diwali to take an on-air pledge of not to drink and drive and participate in activities like ‘Pledge Mobile’.

The campaign is also being promoted through social media, where social enthusiasts can log on to twitter and participate in a tweet-a-thon contest. Twitteratis are being asked to tweet responsible drinking messages and take a pledge to promote road safety behaviour and ensure not to drink and drive.

With the launch of the new phase, new messaging on road safety, respecting the traffic signals and not mixing drinking and driving have been put up all across Gurgaon in form of hoardings.

Launched in October 2011, the campaign focuses on overall road safety and encouraging people to not drink and drive. As part of the campaign, SABMiller India has collaborated with Home Safe- NCR’s first Chauffeur Service. Home Safe offers its services through an experienced fleet of over 100 chauffeurs that cater to people who adopt and demonstrate responsible drinking behavior, and avoid driving after drinking.

“Supporting responsible drinking behaviour is one of the core sustainable development priorities for SABMiller India. Keeping the festive celebrations in mind, we have launched new creative and expanded the scope of activities through new tie-ups under our campaign Respect The Road campaign, which is focused on reminding people to not to mix drinking and driving.

Ajit Jha, Director, Corporate Affairs and Communications, SABMiller India

“Radio City 91.1 FM is very happy to associate with SABMiller India for their initiative ‘Respect the Road’- Don’t drink and drive campaign. Through our radio station, we will take the campaign closer to the listener’s hearts and minds and spread awareness about responsible drinking. We are glad to be a part of this initiative to promote and educate the public in road safety”

Mr. Ashit Kukian, President & COO, Radio City 91.1 FM

“We are happy to associate with SABMiller India for promoting and supporting this campaign ‘Respect the Road’. Our services have increased by more than 100% as compared to previous year which indicates that people have become more aware and responsible and are opting for alternatives like hiring a cab or driver.”

Nikhil Saigal, Director, Home Safe India

SABMiller India is doing a 360 degree amplification of the campaign to seek & garner consumer attention. The online Facebook page of the campaign ( is highly interactive organizing quizzes, providing latest updates and various promotions encouraging people to not to drink and drive.

About SABMiller India

SABMiller India, the Indian arm of SABMiller PLC is one of the leading brewers in the country. The company serves the market with ten breweries with popular brands such as Miller High Life, Foster`s, Knockout, Haywards, Royal Challenge and Indus Pride and also markets its premium international brand Peroni Nastro Azzurro.

About SABMiller Plc

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.

Respect The Road - Don't drink and drive
For more information, please contact:
Genesis Burson-Marsteller |
Email: Uma Sethumadhavan / Yamini Thapa
Contact No: +9999-886-574 / 9999-067-127

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