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SABMiller India launches the 3rd Phase of Respect the Road Campaign in Gurgaon, Haryana

Responsible Drinking
SABMiller India announced the launch of the third phase of its responsible drinking campaign, ‘Respect the Road - Don’t Drink and Drive’, on the occasion of the festival Holi. With this campaign, the company aims to spread awareness and drive the cause of responsible drinking in Delhi and its NCR areas.
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 50 chauffeurs that cater to people who adopt and demonstrate responsible drinking behavior, and avoid driving after drinking.

The third phase of the campaign extends to taxi services and drivers in Gurgaon. More than 100 taxis ferrying passengers in the Delhi and NCR region have put up rear wind shields which spread the message of ‘Respect the Road - Don’t Drink and Drive’. The drivers of these taxis have also taken the pledge to not drink and drive and follow the traffic rules. They would be specially wearing ‘Respect the Road’ T-shirts and badges on the day of Holi to support the campaign and promote responsible drinking. SABMiller is encouraging the drivers to take the pledge to ‘Respect the Road’, and is uploading the photographs of the drivers who have taken the pledge on the campaign’s Facebook page (http://www.facebook.com/respecttheroad).
3rd Phase Activations:

  • New Holi creatives
  • Tie up with more than 100 cabs with Respect the Road wind shields to spread & create awareness
  • 50 cab drivers to wear respect the road shirts and badges on Holi
  • Respect the Road branded car to cover major intersections in Delhi/NCR to distribute pamphlets, posters
  • Branded ‘Respect the Road’ car running in the city of Gurgaon to spread awareness about responsible drinking
Key Highlights – ‘Respect the Road’

  • Collaboration with HomeSafe to promote responsible drinking behavior
  • Hoardings and brandings put up at 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 with around 12,000 followers
In addition to this, a special branded ‘Respect the Road’ car with messages on responsible drinking and using alternatives to drinking and driving plied on Delhi and NCR roads on Wednesday, 7th March 2012 (the day before Holi). The promotional car went through different areas across Delhi-NCR including Connaught Place, Jhandewalan, South Delhi, Noida, Gurgaon and distributed pamphlets, posters, badges etc. to other car drivers at major intersections.

The Holi creative have been put up throughout the city of Gurgaon. The creative can be seen at Major petrol pumps near IFFCO Chowk, Guru Dronacharya metro station, Sikanderpur etc have supported the campaign by putting up messages and handing over reading material to all the visiting vehicles.

SABMiller India has rolled the campaign in 40 popular bars and pubs in Gurgaon like Route 69, bricks, Urban Café, Pub Nirvana, Barrique, Vapours, Coriander Leaf, Fox etc. by putting up messages on alternatives to drinking and driving which includes hiring a home safe driver, designating a friend and calling a cab.
SABMiller India is doing a 360 degree amplification of the campaign to seek & garner consumer attention. The online Facebook page of the campaign (http://www.facebook.com/respecttheroad) now has around 12,000 followers and more than 2000 people talking about it. The page is highly interactive organizing quizzes, providing latest updates and various promotions encouraging people to not to drink and drive.

Spokesperson quotes:

Commenting on the third phase of the Respect the Road campaign, Ms. Bharti Arora, DCP, Traffic Police, Gurgaon said, “While wishing you all a very happy Holi, I would sincerely request people of Gurgaon to respect the road, follow the traffic rules and make sure not to drink and drive”.

Mr. Shiven Madan, Director, Home Safe, “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.”

“Opting for alternatives to avoid drinking and driving is a great way to get the message across” Leon, Restaurant Manager at Bahi (South Point Mall)

Mr. Maruti Nanda, Manager, Janta filling station, Sikanderpur, “There is curiousness in our customers who come to fill gas at our station inquiring about the campaign. The colorful creative’s of the campaign are an eye catcher intriguing people to inquire about the campaign”.

"Respect the Road is doing a great job at spreading awareness on the dangers of drinking and driving”- Maruti Garg, Manger at Indian Oil Petrol Pump

“I travel to Gurgaon for work every day and have spotted the colorful creative’s of Respect the Road campaign. The hoardings are all across the city in Gurgaon and the message comes across quite clearly”. Anuj Sharan, Executive, Ernst & Young

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: yamini.thapa@bm.com / bhavna.gulati@bm.com
Contact No: 9999-067-127 / 9811-301-120

 
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