Golfer Jeev Milkha Singh has been signed on as the first signatory on ‘The Pledge’, as Johnnie Walker Classic’s ambassador for the responsible drinking campaign. Singh will be instrumental in encouraging consumers to sign the pledge to never drink and drive, reinforcing Johnnie Walker’s worldwide responsibility message of abstinence from drunken driving.
By raising awareness of this important message, the campaign aims at underling individual responsibilities of consumers. The issues of responsibility and choice are at the heart of the alcohol debate and ‘The Pledge’ campaign aims to engage consumers by asking them to support the initiative, with Singh extending his support to encourage and help explain the concept.
A recent launch of the campaign in the Capital was the first in a series of events that would be carried out over the next few months in key Indian cities, at on-premise locations and airports.
Commenting on the association, Singh said, “I am delighted to be the responsible drinking ambassador for Johnnie Walker. As a golfer, winning is much more than just coming first. It is your performance as a person that has the greatest impact on your success as a golfer. My message to everyone is that winners always stay in control – never drink and drive. My advice to anyone who is going out and who wishes to drink is to make sure that they don’t take charge of the wheel. Stay in control and either designate a driver, take a taxi or use public transport.”
Asif Adil, Managing Director, Diageo India, which is the maker of the premium Scotch whisky, said, “In 2008, we are committed to increase our commitment to responsible drinking. The role of this golfing champion will revolve around raising awareness on issues of responsible drinking, particularly in relation to driving. In its simplest form, responsible drinking means that people need to be accountable for their own safety and that of those around them; whether this means planning ahead and taking a taxi, or appointing a friend to be the designated driver for the journey back home. Unfortunately, there are still people who think it is acceptable to drink and drive, and we are determined to do all we can to help change these attitudes.”