SABMiller India

Respect The Road

(Gurgaon) October 21st, 2011

Gurgaon, October 21st, 2011: With the onset of the festive season, SABMiller India in association with Home Safe- NCR’s first Chauffeur Service has embarked upon an innovative campaign ‘Respect the Road’ to drive the cause of responsible drinking behaviour. The initiative seeks to support and promote responsible drinking behavior in Gurgaon.

Emphasizing on concept of overall road safety with the focus on drinking and driving, the campaign messages will be promoted across the city of Gurgaon with hoardings & brandings at police check posts, petrol pumps and across prominent intersections in the city.

The campaign would also be extended to selected bars and pubs in Gurgaon where consumers would be encouraged to use alternatives to drinking and driving such as hire a driver, rent a cab or designate a sober driver. Home Safe- NCR’s first Chauffeur Service would be offering its services to these key outlets through its experienced fleet of over 50 chauffeurs that cater to the demand of the people who are aware of the risks involved in driving after drinking.

Commenting at the launch of the campaign Meenakshi Sharma, Vice President – Sustainability and Corporate Communication- SABMiller India, mentioned “We are happy to support this initiative by the Gurgaon Traffic Police to drive the cause of responsible drinking in the state. Promoting responsible drinking behaviour is one of the core sustainable development priorities for SABMiller worldwide. We take an active role in promoting a responsible approach to alcohol consumption. Through this campaign we would like to remind the people to follow traffic rules and not to mix drinking and driving."

The campaign will see special messaging around festivals such as Christmas & New Year. There will also be promotions on radio encouraging people to make informed choice about alcohol & to drink responsibly. Online advertisement on the campaign will also be active in the social media space for the Delhi/NCR users.

SABMiller India has undertaken many initiatives towards creating awareness and promoting responsible drinking behavior and helping combat irresponsible alcohol behavior. Recently, an eye catching outdoor campaign was also initiated at metro stations in Gurgaon.

Home Safe’s existence came about 2 years ago for the sole purpose of mitigating the risk of driving after drinking. Home Safe has a fleet of over 50 chauffeurs. All the chauffeurs provided are experienced, in uniform, professional and thoroughly trained.

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.