Don’t Drink & Drive: Three New Year campaigns that advocate responsible driving

These three New Year campaigns tackled drunk driving to avoid mishaps on the road during the celebratory season.

e4m by Misbaah Mansuri
Updated: Jan 2, 2018 8:53 AM

It’s no secret that drunken driving related accidents reaches a peak every New Year’s Eve, and even after numerous efforts, the pattern repeats itself every year. Brands like always were in no mood to let this opportunity pass by. They decided to contribute towards ensuring safety on the last night of 2017 and crafted thoughtful New Year campaigns.


Ola, the popular mobile app for transportation extended its commitment to combat drunk driving this festive season through its national campaign - #PeekeMatChala. First launched on Christmas last year, this year’s edition of the annual awareness and activation drive saw amplified activities such as collaborations with local authorities in key cities, partnerships with bars and pubs across the country, setting up special Ola kiosks on new year's eve to facilitate bookings, sharing of responsible drinking tips with consumers, and engaging videos on social media, urging everyone to abstain from drinking and driving.The campaign #PeekeMatChala is also extensively being promoted on social media. A special prank video promoting responsible drinking, shot in slightly more fun approach to drive home the message of not drinking and driving has been released. In addition, Ola also worked with All India Bakchod (AIB) to release a quirky video to promote the message of #PeekeMatChala.


Truebil, the omni-channel platform for buying and selling of pre-owned cars, recently announced its ‘I AM SOBER’ campaign, aimed at ensuring a safe and secure night of merrymaking for its users this New Year’s Eve. During the campaign, users who bought cars from Truebil outlets on the 31st of December were provided with breathalyzer equipped car keys. The breathalyzer and the car keys were both be fitted with a nano-chip and the car keys only unlocked if the driver’s alcohol consumption limit was within the legal amount. To avoid any inconvenience, Truebil ensured it sent out their own drivers to pick up and drop off customers who were above the legal alcohol limit. This initiative was initiated considering the long-term benefit of the users while ensuring that they begin the New Year in a joyous note instead of dealing with the repercussions of a drunk driving induced accident.

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DriveU and Diageo

Bengaluru-based driver aggregator DriveU, which operates in six big cities, for instance launched a nationwide campaign with Diageo. Since New Year is all about partying hard, driving is out of question. DriveU has trained drivers to ensure customer safety and convenience that helped out during this time. McDowell's No 1 Soda by United Spirits Limited, a Diageo Group Company did call on friends to do what they do best – look out for each other. Through their campaign, they called for mates not to let their friend drink drive, asking them to step in when necessary when a friend who is driving is drinking.

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