Innovative road safety messages by ‘Traffic Tau’ in Rapid Metro urging people to be responsible and follow traffic rules
Gurgaon,03 March, 2014:SABMiller India hasjoined hands with Rapid Metro Gurgaon Limited (RMGL) to promote responsible drinking and road safety.Rapid Metro commuters will be greeted by Respect the Road – Don’t Drink and Drive Mascot ‘Traffic Tau’ with innovative messages on responsible drinking and overall road safety. Respect the Road programme was launched in 2011 and is supported by the Gurgaon Police.
The creative programme messages will be promoted both at the platforms and inside the trains to encourage people to follow road safety rules and spread awareness to all.
Speaking about the alliance, Ms. Meenakshi Sharma,Vice President- Sustainability and Communications at SABMiller Indiasaid,“Promoting responsible alcohol behaviour is one of our key sustainable development imperatives. We are happy to associate with Rapid Metro Gurgaon to help us promote responsible drinking and road safety. The initiative should help us reach commuters in Delhi and Gurgaon who use rapid metro everyday.”
Mr. Sanjiv Rai, RMGL Managing Director & CEO said, “Rapid Metro Gurgaonhas been catering to its commuters providing safety and convenience. With the same thought we have partnered with SABMiller India’s ‘Respect the Road’ programme to promote responsible drinking and road safety. Through this initiative, we aim to reach out to more commuters and spread awareness about the programme.”
Other partners of the programme includeHome Safe India – call a chauffeurpartner, Radio Partners – Radio City 91.1 FM and TAXI partners Megacabs.The programme is also being promoted on digital with innovative posts on Road Safety and urging people to look for alternatives to drinking and driving.
About SABMiller India
SABMiller India is the Indian arm of SABMiller plc, one of the world’s largest brewers,and is 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, Royal Challenge, Foster`s, Indus Pride, Miller High Life and its super-premium internationalbrand Peroni NastroAzzurro.
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 plc.is one of the world’s leading brewers with more than 200 beer brands and some 70,000 employees in over 80 countries. The group’s portfolio includes global brands such as PeroniNastroAzzurro, Miller Genuine Draft, Pilsner Urquell and Grolsch; as well as leading local brands such as Aguila (Colombia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia) and Tyskie (Poland). SABMiller also has growing soft drinks businesses and is one of the world’s largest bottlers of Coca-Cola products.Gurgaon Rapid Metro SABMiller