SABMiller India
Gurgaon Traffic Police kicks-off an exciting drive at Cyber Hub to promote responsible drinking
In association with ‘Respect the Road’ programme, organised a street play to encourage the use of alternatives to drinking and driving alongwith interaction with road safety mascot Traffic Tau
(L-R)    Devashish Dasgupta - Director, Corporate Affairs and Communication, SABMiller India; Saurabh Singh (IPS) - JCP Traffic Gurgaon; Meenakshi Sharma - VP, Sustainability, SABMiller India; Seema Rajput - Founder Divinity & Traffic Tau, Road Safety Mascot
Gurgaon, December 23, 2015: To gear up for the upcoming festive season and promote responsible drinking, The Gurgaon Traffic Police organised a special drive at Cyber Hub in Gurgaon. The initiative was kicked off by Mr. Saurabh Singh, IPS, Joint Commissioner of Police, Gurgaon who addressed the audience on the importance of road safety. The initiative was supported by SABMiller India’s ‘Respect the Road’ programme along with other partners such as Home Safe (Chauffeur on call partner), UBER (mobility partner), Radio City 91.1 FM (radio partner), Rapid Metro (Metro partner) and Synergie (CSR partner) and DLF Cyber Hub.

To drive kick-started with a street play on the theme of responsible drinking. The street play was hosted to encourage people to use alternatives to drinking and driving such as calling a cab, booking a chauffeur or designating a non-drinking friend to drive. Free and discounted ides to commuters were offered by the programme partners UBER cabs to promote the message of alternatives to drinking and driving. A road safety pledge board was inaugurated and unveiled by Mr. Saurabh Singh, IPS, Joint Commissioner of Police, Gurgaon. People were requested to sign the pledge board with messages on responsible drinking and road safety. Road safety mascot ‘Traffic Tau’ was also present on the occasion and was seen interacting with the people, giving away road safety tips.

Speaking on the occasion, Mr. Saurabh Singh, IPS, Joint Commissioner of Police, Gurgaon said, “With the onset of the festive season, we would request everyone to be more careful and enjoy the festival revelry responsibly. Road safety is a cause of concern and during this time of the year it becomes even more critical. Our endeavour is to create awareness about road safety and through our special drive, encourage people to be safe and responsible. On behalf of the Gurgaon Traffic Police, we wish everyone a merry X’Mas and Happy New Year.”

Present on the occasion, Mr. Devashish Dasgupta, Corporate Affairs and Communication Director, SABMiller India, said, “Promoting responsible drinking is one of our key sustainability objectives and we have been working towards making a difference in Gurgaon for the past four years. Our programme ‘Respect the Road’ - a don’t drink and drive initiative in association with the traffic police, goes beyond spreading awareness of responsible alcohol consumption to offering a safe solution. In the run up to the festive season, the idea is to encourage people to choose an alternate after an evening of revelry, whether it’s calling a cab, booking a chauffeur or designating a driver. We would like to encourage people to drink responsibly as well as enjoy the Christmas and New Year festivities”

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
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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.
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