SABMiller India launches an innovative outdoor campaign on responsible drinking
SABMiller India

SABMiller India launches an innovative outdoor campaign on responsible drinking

March 29, 2011

Responsible Drinking

SABMiller India has undertaken an innovative outdoor campaign to promote ‘Responsible Drinking’ behavior in millennium city. Billboards with creative messages have been placed at major metro stations in Gurgaon such as MG Road and Huda City Centre that are thronged by commuters.

Responsible Drinking is one of the key sustainable development priorities for SABMiller India. The organization believes in and promoting responsible drinking behavior and helping combat alcohol misuse and abuse. 

According to Mr Derek Jones, Director Marketing- SABMiller India, “Innovative and clutter breaking communication is essential to capture the attention of consumers in today’s cluttered environment . Delhi Metro has become the most preferred way of transport in Delhi/NCR and we found the metro stations an interesting medium to propagate messages on responsible drinking behavior  ”

The messages at the metro stations also talk about SABMiller’s website - which encourages people to make informed choices about alcohol consumption and promotes responsible drinking behaviour.

Besides the recent outdoor campaign, SABMiller India has also partnered with Party Hard Drivers (PHD) in Mumbai that deals in providing drivers to people visiting pubs and bars. It has also launched a campaign with a local NGO Social Organisation for Network Information and Communication (SONIC) on promoting responsible drinking behavior in the State of Pondicherry.

SABMiller India is committed to play a legitimate and positive role in partnership with governments, NGOs and the public health community.

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 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.

SABMiller India