United Spirits launches responsible drinking campaign

Bangalore, Dec 18 (UNI) United Spirits, India's largest beverage alcohol company, today launched a unique social awareness initiative 'Enjoy Responsibly' against drunken driving for the benefit of its consumers in the four metros, Bangalore and Hyderabad. Company President and Managing Director Vijay Rekhi told newspersons here that since there would be a significant increase in consumption of liquor in the coming festive season, his company had taken the initiative to help consumers reach home safely. The initiative, a first of its kind in the country by any liquor manufacturing company, would demonstrate the need to drink responsibly and illustrate avoidance of excessive drinking.

He said the company would also launch its 'Enjoy Responsibly' campaign in TV and radio this week, targetting people across strata and regions. Besides, the message would also be incorporated in all points of purchase material, packaging and other promotional avenues available to reach out to the consumers.

Mr Rekhi said that to discourage drunken driving, the company would provide a national SMS number 3636, to which consumers could message to get information about local taxi providers that would help them reach home safely. Initially, the information would be offered in the six cities where the campaign had been launched.

Stating that the total revenue earned through sale of liquor by the State Governments was about Rs 35,000 crore, he exhorted the Governments to pool some portion of the amount to create awareness among the general public about responsible consumption of liquor.

UNI MV GD SKB1951