SABMiller India partnered with Social Organisation for Network Information and Communication (SONIC) and launched ‘Thozha Vizhithukol’ campaign to create awareness among the people of Puducherry and educate them about responsible drinking. The campaign aims to reach 200,000 general people in four districts of Puducherry, Olgarate, Villianur and Ariyankuppam over a period of five months. At the inaugural function Hon. Minister Mr.M.Kandasamy - Minister for Social Welfare and Cooperatives, Mr. John Kumar - Municipal Vice–Chairman, Mr. Palanivel-S.P.Traffic Puducherry and Mr. Utaman - Director, Social Welfare Department unveiled the campaign posters, handouts and banners and to support this initiative.

M. Kandasamy - Minister for Social Welfare and Cooperatives said, “Drunken driving has emerged as a matter of grave concern facing the society and events like Thozha Vizhithokul act as a strong medium to educate different sections of the society about irresponsible drinking behaviour. More of such events must be organized to reach the untapped rural regions of Puducherry. I am elated to be a part of an educating initiative like this. I congratulate the organizers and extend my heartiest greetings to all.”
 
Charles M, Head Manufacturing- SICA Brewery, SABMiller India said, “We at SABMiller India recognize the concern of increasing number of drunken driving cases and have taken several initiatives to encourage a responsible drinking behavior. Partnering with SONIC has given us a platform to drive our mission of propagating information about responsible drinking, creating awareness about the dangers of drinking and driving, cautioning about underage drinking behaviour and assisting alcoholic addicts with essential services”, he further added.

According to Marie Lucien, SONIC, “We are glad to associate with a responsible organisation like SABMiller India and hope that through the ‘Thozha Vizhithukol’ campaign there will be a positive change in the behavior of the people and reduction in road accidents due to drunken driving. The campaign has been designed in a very interactive manner and we look forward to receiving support from the people of Puducherry State.”

The campaign ‘Thozha Vizhithukol’ will have a host of activities including street plays, exhibitions, bar intervention programme, referral services, digital displays, rally and wall painting that will be executed across the four districts of Puducherry state. In addition to this, campaign messages will also be displayed inside the bars and the volunteers will visit houses and disseminate campaign messages. 

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.