Indiantelevision.com Team

(22 December 2007 6:00 pm)

MUMBAI: Diageo India has appointed Indian golfing champion Jeev Milkha Singh as its Responsible Drinking Ambassador for the Johnnie Walker Classic 2008

Singh was the first signatory on 'The Pledge' as he kicked off the Responsible Drinking campaign around the Johnnie Walker Classic to be held in India in February 2008. Jeev will be encouraging consumers to sign the pledge to never drink and drive, reinforcing the Johnnie Walker's worldwide responsibility message - 'Winners always stay in control - never drink and drive.'

By raising awareness of this message, this campaign aims to underline to consumers, their individual responsibilities. The issues of responsibility and choice are at the heart of the alcohol debate and 'The Pledge' campaign aims to engage consumers by asking them to support the initiative, with Jeev extending his support to encourage and help explain the concept.

The launch is the first in a series of events that will be carried out over the next few months in key Indian cities - at on-premise locations and airports.

Singh said, "I am delighted to be the Responsible Drinking Ambassador for Johnnie Walker. As a golfer, winning is much more than just coming first. It is your performance as a person that has the greatest impact on your success as a golfer. My message to everyone is 'Winners always stay in control - never drink and drive.' My advice to anyone who is going out and who wishes to drink is to make sure that they don't drive home. Stay in control and either designate a driver, take a taxi or use public transport."

Diageo India MD Asif Adil says, "In 2008, we are committed to increasing our commitment to responsible drinking. As the Responsible Drinking Ambassador for Johnnie Walker Classic 2008, the role of Jeev Milkha Singh will revolve around raising awareness on issues of responsible drinking, particularly in relation to driving.

"In its simplest form, responsible drinking means that people need to be accountable for their own safety and that of those around them; whether this means planning ahead and taking a taxi, or appointing one of your friends to be the designated driver for the journey home. Unfortunately, a number of people think it is acceptable to drink and drive, and we are determined to do all we can to help change this attitude."