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

This festive season, make sure you go ‘Home Safe’

SABMiller India ’s initiative to support & promote responsible drinking behaviour
Responsible Drinking Home Safe
’SABMiller India introduces the second leg of its innovative campaign ‘Respect the Road’ keeping in mind the festive fervour and the possibility of rise in drunken driving cases around this time of the year. Launched in October 2011, this campaign focuses on creating awareness about responsible behaviour while driving. As part of the campaign, SABMiller India has collaborated with Home Safe- NCR’s first Chauffeur Service. Home Safe offers its services 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.
Meenakshi Sharma, Vice President, Sustainability and communications, SABMiller India said,
“Supporting responsible drinking behaviour is one of the core sustainable development priorities for SABMiller worldwide. In India too we are engaged in promoting responsible approach to alcohol consumption. Keeping in mind the high probability of increase in drunken driving cases during the festive celebrations, we have expanded the scope of activities under this campaign to motivate people to follow traffic rules and not to mix drinking and driving. We are happy to support Gurgaon traffic police through this initiative”

The initiative supports and promotes responsible drinking, encouraging the use of alternatives to drinking and driving such as hiring a driver, renting a cab or having a friend drive one home. SABMiller India has rolled out this this campaign in popular pubs in Gurgaon like Zygo, Route 04, Route 69, bricks, Urban Cafe etc. by putting up messages on responsible drinking and giving the option of hiring the Home Safe drivers to drive them home along with other alternatives.
Key Highlights – ‘Respect the Road’

  • Collaboration with HomeSafe to promote responsible drinking behaviour
  • Hoardings and brandings to be put up at police check posts, petrol pumps and other prominent intersections in Gurgaon with don’t drink and drive messages
  • Posters carrying messages on responsible drinking placed at popular pubs
  • Active promotion through Facebook, Radio and other interactive mediums
Mr. Shiven Madan, Director, Home Safe,
“We are happy to associate with SABMiller India for promoting and supporting this campaign ‘Respect the Road’. We have witnessed a 10-15% increase in our services post the rolling out of the campaign. We see a further 20-25% increase by the end of this year vis-à-vis the Gurgaon services”.

Emphasizing on the concept of overall road safety with the focus on not drinking and driving, messages are being put up on hoardings across the city of Gurgaon. Major petrol pumps have supported the campaign by putting up messages and handing over reading material to all the visiting vehicles. Soon campaign creative would also be put up at selected police check posts and other major locations in Gurgaon.

Mr. Maruti Nanda, Manager, Janta filling station, Sikanderpur,
“We have received a positive response from the customers visiting our station, towards this campaign and the creative messages which are being distributed. The workers at the station are entrusted with the responsibility of distributing the pamphlets of the campaign which is being received well by the customers”.

SABMiller India is doing a 360 degree amplification of the campaign to seek & garner consumer attention. The online Facebook page of the campaign ( ) provides latest updates and would soon have various promotions encouraging people to not to drink and drive. A radio campaign will also will rolled out during the festive season encouraging people to follow a responsible drinking behavior.

SABMiller India has undertaken many initiatives towards creating awareness and promoting responsible drinking behavior and helping combat irresponsible alcohol behavior. An eye catching outdoor campaign was initiated at metro stations in Gurgaon. Recently they organized ‘Nukkad Natika’- a street play to promote the cause of responsible drinking at MDI’s annual fest- Imperium

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.

For more information, please contact:
Genesis Burson-Marsteller
Yamini Thapa/ Bhavna Gulati
Email: /
Contact No: 9999-067-127 / 9811-301-120

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