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Respect the road

Respect the road campaign

SABMiller India has linked up with the International Center for Alcohol Policies (ICAP) and law enforcement agencies in Delhi and Karnataka in a project to address drinking and driving.

The campaign promotes responsible drinking and encourages alternatives to drinking and driving such as hiring a driver, renting a cab or nominated a designated driver.

The programme communicates its messages through campaign hoardings, local radio stations and contacts at police check posts, petrol pumps, metro stations and elsewhere. Messages highlighting responsible drinking and alternatives to drinking and driving are also on display in popular bars and pubs. The success of the programme will be evaluated in co-operation with the traffic police.