Diageo Plc, MTV India kick off Guardian Angel campaign

Televisionpoint.com Correspondent | Mumbai
Global drinks giant Diageo Plc in association with the MTV Networks, has kicked off the Guardian Angel campaign, which is its bid to ensure that people do not drink and drive.

With Christmas and New Year near the corner, a team of ambassadors dressed as angels will visit key watering holes in Mumbai and Bangalore over the weekends. The guardian angels will hand out water bottles, asking patrons to dilute their drink with water, apart from offering tips on how to drink responsibly.

"We believe our guardian angels will grab everyone's attention and help to deliver this message in an appealing and inspirational way. We are excited that MTV has agreed to join us in promoting this cause," says Asif Adil, managing director, Diageo India Pvt. Ltd.

The activity will be carried out for a period of two months in nightspots such as Red Light, Indus, Polyesthers, Bootlegger and Not Just Jazz by the Bay. The ambassadors will carry merchandise that says, 'If You Drink, Don't Drive'.

Ashish Patil, general manager, MTV Networks India, adds, "MTV has always believed in not just reflecting but also leading its audience. We connect because we never get preachy but speak the audience's language."

To promote the campaign through the digital media, one needs to log on to Guardianangelasia.com and learn more about the campaign and even become a guardian angel yourself. This part of the campaign will be carried out all over India and throughout the countries of the MTV Asia network – China, Thailand, Singapore, Korea and India.

The on-air campaign features its VJs being aired by MTV in its Asia markets, promoting the concept of responsible drinking and not driving after a drink.

The telephone numbers of the cab service, Meru Cabs, will be distributed along with the water bottles to encourage people who've had one drink too many to take a cab home. Meru Cabs will also carry branding about the campaign.