SABMiller India: Underage drinking ain't cool; An initiative on responsible drinking

Following the trend of creating awareness by adopting the most accessible ways of communication, SABMiller India has undertaken an innovative outdoor campaign to promote "Responsible Drinking' behavior. Billboards with creative messages have been placed at major metro stations in Gurgaon such as MG Road and Huda City Centre that are thronged by commuters.

Responsible Drinking is one of the key sustainable development priorities for SABMiller India. The organization believes in creating awareness and promoting responsible drinking behavior and helping combat alcohol misuse and abuse.

According to Derek Jones, Director Marketing- SABMiller India, "Innovative and clutter breaking communication is essential to capture the attention of consumers in today's cluttered environment . Delhi Metro has become the most preferred way of transport in Delhi/NCR and we found the metro stations an interesting medium to propagate messages on responsible drinking behavior "

The messages at the metro stations also talk about SABMiller's website - www.TalkingAlcohol.com which encourages people to make informed choices about alcohol consumption and promotes responsible drinking behaviour.

Besides the recent outdoor campaign, SABMiller India has also partnered with Party Hard Drivers (PHD) in Mumbai that deals in providing drivers to people visiting pubs and bars. It has also launched a campaign with a local NGO Social Organisation for Network Information and Communication (SONIC) on promoting responsible drinking behavior in the State of Pondicherry.

SABMiller India is committed to play a legitimate and positive role in partnership with governments, NGOs and the public health community.