SABMiller India
Bengaluru Traffic Police urges Bengaluru to
‘Respect the Road’ this festive season
SABMiller India Kicks-off it’s ‘Respect the Road’ programme in the city to promote responsible drinking and road safety in association with the Bengaluru Traffic Police
Bengaluru Nov 09, 2015: SABMiller India’s ‘Respect the Road’ – ‘Don’t Drink and Drive’ programme has now arrived in Bengaluru – India’s original pub city that is gearing up for the fast approaching festivities. The programme, which is India’s biggest responsible drinking program on digital, spreads the message of responsible drinking and promotes the use of alternates such as calling a cab, booking a chauffeur or designating a non-drinking friend to drive. In this endeavor, SABMiller India has partnered with Ola Cabs – the taxi aggregator, DriveU – the chauffeur hiring app, radio city, Positive Strokes – a city based organization, to help drive awareness on road safety. The programme is being supported by the Bengaluru Traffic Police.

According to Dr. M. A. Saleem, Addl. Commissioner of Police - Traffic, Bengaluru City, “Drunk driving is a serious threat to road safety and we want to reach out to people sensitizing them towards the dangers of indulging in this act. We advise people to call drivers and hire cabs and not indulge in drunk driving. We are happy to support the programme in spreading the message and are hopeful of an encouraging response from the city dwellers.”

Commenting during the campaign kick-off, Devashish Dasgupta, Corporate Affairs and Communication Director, SABMiller India, said “At SABMiller India, we are passionate about creating a sociable world where all beverages are enjoyed responsibly. As an extension of this thought, we launched our responsible drinking programme ‘Respect the Road - Don’t drink and drive,’ some years back and are now bringing it to Bengaluru. With the onset of the festive season, we will encourage people to choose an alternate after an evening of revelry, whether it’s calling a cab, booking a chauffeur or designating a buddy. Our efforts in promoting the message of ‘Don’t drink and drive’ in Delhi/NCR have given us great results and we hope to replicate the same success here in Bangalore. We are thankful to Bangalore Traffic Police and our partners for their support in spreading the message.”

In the past few years, the programme has received great response from consumers in Delhi/NCR and has successfully delivered the message of choosing alternates to drinking and driving. The impact is evident from the fact that Home Safe, a Gurgaon based chauffeur company and programme partners, saw a 50% hike in their services after joining the programme, indicating an increased use of alternates in the city.

The programme will see the roll out of several initiatives in Bengaluru including an engaging digital campaign and radio messages. With the onset of the Diwali and New Year parties, the programme has also tied up with 50 most popular nightspots, bars, pubs and restaurants across Bengaluru to offer several incentives to party enthusiasts including discounted taxi rides and free chauffer services to promote the concept of using alternates. Activities like street plays and online contests will also be organized to involve and engage the citizens of Bengaluru in the coming months.

Partnering with SABMiller for this cause, Anand Subramanian, Sr. Director, Marketing Communications, Ola said, “Drunken driving is one of the leading causes of road mishaps in India. We are happy to join hands with SAB Miller to encourage responsible drinking by enabling alternate options to reach home. At Ola, we are building mobility for people, at all times across a variety of use cases, with just one touch on a smartphone! We urge users to remember that after a night of celebration, taking a cab home is definitely a smart and responsible decision in the best interest of oneself and others on the road. Through this campaign, we extend our support to this cause and encourage everyone to create a safer Bengaluru.”

Amulmeet Chadha, Co-founder, DriveU said, "Drunk driving is a serious issue but can be easily avoided. We are happy to be part of ‘Respect the road - Don’t Drink and drive’ initiative by SABMiller India to keep the roads in Bengaluru safe. We would urge people to indulge in celebrations this festive season and use alternatives like DriveU drivers. Be safe & let us DriveU."

About ‘Respect the Road’ Campaign:
‘Respect the Road’ – Don’t Drink & Drive programme is an initiative that is focused towards addressing the issue of drinking and driving in particular and road safety in general. The program was launched in 2011 in the city of Gurgaon in partnership with the local Gurgaon Traffic Police and private partners including chauffeur and taxi companies. The programme is promoted through a 360 degree marketing communication strategy which includes initiatives such as outdoor hoardings; broadcast, leveraging digital to engage with target audience; activations and merchandise distribution in bars & pubs, street play competitions and sponsorships.

The programme introduced an innovative mascot in Gurgaon ‘Traffic Tau’ to promote the message of road safety and provide a helping hand to the Gurgaon Traffic Police. It has also joined hands with Rapid Metro Gurgaon to promote responsible drinking and road safety. ‘Respect the Road’ today is one of India`s biggest don’t’ drink and drive programme on digital media - More than 30,000 likes (

About SABMiller India
SABMiller India is the Indian arm of SABMiller plc., one of the world’s largest brewers, and also one of the leading brewers in India. The company serves the market with ten breweries across various states with popular brands such as Haywards 5000, Knock Out, Foster`s, Royal Challenge, Miller High Life, Miller ACE, and its super-premium international brand Peroni Nastro Azzurro.

Sustainable development is core to the way we do business. It underpins our ability to grow and our license to operate. We know that by helping the businesses in our value chains and their local communities to grow, our business will grow too. Our sustainable development ambition is branded Prosper and is the latest evolution of the company's approach to sustainable development, which is a key element of SABMiller's business strategy.

About SABMiller Plc
SABMiller is in the beer and soft drinks business, bringing refreshment and sociability to millions of people all over the world who enjoy our drinks. The company does business in a way that improves livelihoods and helps build communities.

SABMiller is passionate about brewing and has a long tradition of craftsmanship, making superb beer from high quality natural ingredients. Our local beer experts brew more than 200 beers from which a range of special regional and global brands have been carefully selected and nurtured.

SABMiller is a FTSE-20 company, with shares trading on the London Stock Exchange, and a secondary listing on the Johannesburg Stock Exchange. The group employs around 69,000 people in more than 80 countries, from Australia to Zambia, Colombia to the Czech Republic, and South Africa to the USA. Every minute of every day, more than 140,000 bottles of SABMiller beer are sold around the world.

In the year ended 31 March 2015, SABMiller sold 324 million hectolitres of lager, soft drinks and other alcoholic beverages, generating group net producer revenue of US$26,288 million and EBITA of US$6,367 million.
For more information, please contact:
Genesis Burson Marsteller
Megha Saxena / Karishma Kataria
Email: /
Contact No: +91 7406243227 / + 91 9741239020