|
'I am proud that through this campaign I will be able
to pass a social message to the youth of today. I don't believe in putting
a blanket ban on such things but people should just keep a little bit
of control. Overdoing anything, especially drinking, is not good. There
should always be some restraint,' said Shah Rukh at the launch.
The campaign will initially roll out as a TV commercial
featuring Shah Rukh. Targeted at the youth, it will be aired within a
fortnight and be supplemented by various below-the-line activities like
sign posts, said Asif Adil, managing director of Diageo Radico Distilleries
Private Limited.
'The commercial aims at giving a solution in case anyone
overdoes drinking. We have tried to spread the message in a very subtle
manner. All we are saying is that in case you are going out and wish to
drink, you should take a taxi or public transport to have a safe drive
back home,' explained Khan.
A couple of glasses of wine taken with a food do not
get you in that drunken state; more than that or a fast rate of consumption
also needs to be watched carefully. A rate of a glass of wine consumed
in an hour with food is considered safe, as a rule of thumb.
While promoting this international campaign to emphasize
the concept of responsible driving , Diageo chief executive Paul Walsh
has called on the courts to hand out tougher sentences to drunken offenders.
He believes that individuals involved in drunken disorder should take
more "personal responsibility" for their actions.
|