SABMiller India has launched 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. The campaign that first began in October during Diwali this year is now being run on a much larger scale this time with the company reaching out to more than 40 pubs and bars and covering the whole of Gurgaon city with hoardings asking the youth to avoid driving after drinking. Gurgaon Traffic Police is also promoting the campaign along with SABMiller.
As part of the campaign, SABMiller India has collaborated with Home Safe, NCR’s first chauffeur service. Home Safe offers its services through its 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 on the initiative, 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 campaign has received great response from each section of the society, as India sees a very high number of accidents and deaths due to drunk driving every year.
On collaborating with SABMiller for the campaign, Shiven Madan, Director, Home Safe, said, “We are happy to associate with SABMiller India for promoting and supporting ‘Respect the Road’ campaign. We have witnessed a 10-15 per cent increase in our services post the rolling out of the campaign. We see a further 20-25 per cent increase by the end of this year vis-à-vis the Gurgaon services.”
“We have been cautious not to be preachy, but at the same time convey the message and also provide a solution to the problem by offering chauffeur services,” said Amit Nanchahal, Manager, Corporate Communications & PR, SABMiller India. Innovative and catchy tag lines like ‘Zindagi Na Milegi Dobara’ and ‘Wake Up Sid’ had been used in the creative to attract the attention of people, he added. Apart from hoardings on all the major roads in Gurgaon, SABMiller has also partnered with radio stations to inform people about the hazards of drunken driving while enticing consumers to utilise the services of Home Safe. A Facebook page has also been created to educate online users encouraging them to not drink and drive. Getting a very positive response to the campaign, the company now plans to extend the campaign till March and take it to Delhi.
The campaign has been created by Enthuse Answers, the agency that handles SABMiller’s corporate brand. Ogilvy & Mather is the creative AOR for SABMiller.