SABMiller India's campaign encourages a safe & responsible New Year

SABMiller India’s ‘Respect the Road’ campaign, promoting responsible drinking and road safety has tied up with more than 25 popular restaurants in Gurgaon this festive season. These include, the Wine Company, Beer Café, BRIX, Delhi Heights, Shimmers, Smoky’s and others. Promoting the message of responsible drinking, these restaurants will provide assistance to the visiting patrons in booking chauffeurs and cabs.

Through cheerful collaterals and other promotional material, the restaurants are putting out messages on road safety, responsible drinking and the use of alternatives to drinking and driving. The objective is to urge people not to mix drinking and driving and ensuring than everyone enjoys this festive season responsibly.

Speaking about the initiative, Meenakshi Sharma, Vice President Sustainability and Communications at SABMiller India said, “Our aim is to promote a sociable world where our products are enjoyed responsibly. With the onset of the festive season, we are happy to associate with restaurants in Gurgaon that are keen to join hands and promote the message of responsible alcohol consumption.  While wishing all a Merry X’ Mas and a Happy New Year, I urge everyone to be safe and responsible while having a good time.”

Nikhil Saigal, Director at Home Safe said, “Home Safe is proud to be associated with SABMiller India to further the cause of responsible drinking. This festive season, we look forward to bars and pubs across the city urging patrons to adopt alternatives to getting behind the wheel after an evening of revelry.”

Speaking at the collaboration, Priya Vasudeva, Senior Manager- Brand Communications, Beer Café said, “At The Beer Cafe, it has always been our endeavour to create a fun and responsible drinking culture. We're delighted to collaborate with SABMiller on the Respect the Road campaign. We want our consumers to have a good time here and enjoy their beer responsibly. Hence, Beer café promotes safe driving as we want our guests to reach home safe and secure."

The campaign is also being promoted on Radio City 91.1 and heavily promoted on digital through innovative posts on responsible drinking and road safety. The campaign is supported by Home Safe, Mega Cab and Radio city 91.1 FM.


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