Campaign details

Advertiser: AB InBev
Brand: AB InBev
Agency: Avian Media PvT Ltd
Country: India

Situational analysis

According to the latest report of the National Crime Records Bureau (NCRB), the total number of deaths annually owing to road accidents has now passed the 135,000 mark. India spends 3% of its GDP on dealing with road traffic crashes, meeting the direct medical costs of treating the injured, and, on insurance of the accident victims. A staggering 70% of these accidents are caused due to driving under the influence of alcohol, with the age group of 21-35 being most vulnerable.

Despite strict government regulations and responsible drinking initiatives by corporates and road safety organisations, drunken driving continues to be the leading cause of road fatalities in the country. There is a need for all stakeholders – government, civil society, individuals as well as the hospitality industry – to work together to bring about a sustainable solution. For too long, the hospitality industry in India had played bystander to alcohol-fueled incidents. The notion of 'guest is God', well-meaning as it may be, has created an industry of servile order-takers, unable to refuse a guest an additional drink even when they've clearly consumed beyond their capacity. It is imperative for the hospitality industry to come together and play a pivotal role as they are the alcohol servers. Therefore, we approached the issue of drink driving by reaching out to the influencers in the industry and creating a sensitisation programme for future and existing servers. A programme was conceptualised to promote responsible drinking through the responsible service of alcohol.