Diageo India drives focused programs to advocate for anti-drink driving through its flagship programme, ‘Wrong Side Of The Road’ which uses a series of real-life scenarios to create awareness among adults.
Commenting on the initiative, Jagbir Singh Sidhu, Corporate Relations Director, Diageo India, said, “Promoting responsible consumption is one of the key pillars of Diageo India’s Society 2030: Spirit of Progress ESG plan. This includes focussed initiatives to curb underage drinking, drink driving, and binge drinking. We remain committed to promoting responsible consumption and championing road safety in India. As part of our ‘Wrong Side Of The Road’ program, these advanced alcohol breath analysers will support the Police Department in strengthening road safety and represent a step forward towards addressing the issue of drink driving and promoting road safety in the region.”
Shri B. D. Paulson, Additional Director General of Police, Traffic Uttar Pradesh Police spoke on the initiative, stating, “Diageo India and the Uttar Pradesh Traffic police follow a shared vision to lay a strong foundation of road safety and responsible consumption. We are confident that these advanced alcohol breath analysers will significantly benefit the police force and make our roads safer for everyone.”
Diageo’s ‘Wrong Side of The Road’ programme has been developed together with the United Nations Institute for Training and Research (UNITAR) to sensitize participants on the effects of drink driving. Diageo India has also partnered with over 25 Regional Transport Offices and set up tab labs to create awareness through the ‘Wrong Side of the Road’ program. Last year over 2.3 lac adults participated in this anti-drink driving learning experience.