As the world's leading premium drinks business, we aim to be at the forefront of industry efforts to promote responsible drinking, thus creating a sustainable role for alcohol in society. We support numerous programmes across the country primarily focusing on preventing drunk driving, underage drinking and excessive drinking.
Our national program, ‘Road to Safety’, a partnership with the Institute of Road Traffic Education (IRTE) and the Ministry of Road Transport & Highways aims at building capacity for traffic policing organizations in several states through specialized trainings. Creating awareness to educate youngsters, university students, commercial vehicle drivers on the threats of underage drinking and drunk driving is also covered.
A five-month high visibility holistic consumer outreach was rolled out in partnership with NDTV on ‘Road to Safety’. With support from government, the campaign covered multiple media and on-ground touch points while promoting road safety and responsible drinking.
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