AB Inbev: Serving alcohol responsibly – a cultural change programme

Beverage and brewing company AB InBev introduced a culture change programme in India to promote responsible drinking through the responsible service of alcohol.

Campaign details

Advertiser: AB InBevBrand: AB InBevAgency: Avian Media PvT LtdCountry: India

Situational analysis

According to the latest report of the National Crime Records Bureau (NCRB), the total number of deaths annually owing to road accidents has now passed the 135,000 mark. India spends 3% of its GDP on dealing with road traffic crashes, meeting the direct medical costs of treating the injured, and, on insurance of the accident victims. A staggering 70% of these accidents are caused due to driving under the influence of alcohol, with the age group of 21-35 being...

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