SABMiller India brings Piquor to promote responsible drinking

SABMiller India’s ‘Respect the Road’-Don’t drink and drive campaign, India`s biggest Don’t drink and drive campaign on digital, is now engaging with the party enthusiasts in Delhi through the use of Piquor booth, an innovative social media platform.  Delhi’s party brigade is now pledging to be responsible on social media through photo uploads, clicked at the booth installed at Ardor, a popular hang-out place in Connaught Place, New Delhi. 

Piquor booth is an exciting self-photography experience that encourages the people visiting the club to share photographs branded with the campaign’s message. The campaign promotes the message of responsible drinking and overall road safety. It encourages people to use alternatives to drinking and driving such as calling a cab, hiring a chauffeur or designating a buddy to drive. A survey conducted by the campaign of sample size 390 over the last two weeks has found out that 37.3% users chose to designate a family member followed by 26.6% users opting to call a Cab & 23% opting to call a Chauffeur. People also pledged to not drink and drive with 36.6% responding with ‘I Respect the Laws and abide by them’ followed by 27.3% users who said ‘I Respect life, mine and everyone else’s’.

Meenakshi Sharma, Vice President, Sustainability and Communications at SABMiller India, said, “The Piquor booth is an extension of SABMiller India’s ‘Respect the road campaign’, which aims to spread the message of responsible drinking. It gives the social media enthusiasts a chance to showcase their awareness about drinking and driving and also extend the message to their followers and friends in the online space. Apart from uploading pictures, the users are encouraged to pledge and avail the service of an alternative such as calling a cab, hiring a chauffeur or designating a buddy to drive. Given the interest we have received and the upcoming festive season, we hope to reach out to more people through this initiative in the coming months.”

SABMiller India’s ‘Respect the Road’-Don’t drink and drive campaign, launched in Gurgaon in 2011 has been instrumental in spreading and promoting the message of responsible drinking.  The campaign has put up hoardings and branding with the message of responsible drinking at popular intersections, petrol pumps, pubs and bars in Gurgaon. The campaign has staged interactive street plays on responsible drinking, tied up with radio station urging listeners to pledge for responsible drinking and associated with cab services to spread the message of responsible drinking and road safety. 

Piquor Technologies uses photographs as an innovative media and provides automated photo booth services for branding on social media platforms by capturing photographs and sharing them instantly.

According to Pranjal, Founder of Piquor technologies,-“We are happy to associate with SABMiller India’s ‘Respect the Road’- Don’t drink and drive campaign. The consumer response has been great so far at the piquor booth and people have shown inclination to come forward and get their pictures clicked. Through our piquor technology, we aim to reach out to more users in social media to spread the message of responsible drinking.”