Diageo India collaborates with Uttar Pradesh Police to boost road safety

Lucknow, Uttar Pradesh, November 17, 2023: In a concerted effort to combat drink driving, leading alco-bev company, Diageo India has joined forces with the Uttar Pradesh Police, providing them with 50 advanced Alcohol Breath Analysers. This strategic move aligns with Diageo India’s flagship road safety program, 'Wrong Side of the Road'.

The formal event, held in Lucknow, saw the presence of Shri B. D. Paulson, Additional Director General of Police, Traffic Uttar Pradesh Police, and Mr Jagbir Singh Sidhu, Corporate Relations Director at Diageo India. The event was also attended by important members of the state administration and government.

Diageo India's commitment to promoting responsible consumption and championing road safety is evident through its focused programs, including its flagship program- 'Wrong Side Of The Road.' This initiative employs real-life scenarios to raise awareness among adults about the dangers of drink driving.

Jagbir Singh Sidhu, Corporate Relations Director, Diageo India, emphasized, "Promoting responsible consumption is one of the key pillars of Diageo India’s Society 2030: Spirit of Progress ESG plan. This includes focused initiatives to curb underage drinking, drink driving, and binge drinking. We remain committed to promoting responsible consumption and championing road safety in India."

Shri B. D. Paulson, Additional Director General of Police, Traffic Uttar Pradesh Police, expressed confidence in the collaboration, stating, "Diageo India and the Uttar Pradesh Traffic police follow a shared vision to lay a strong foundation of road safety and responsible consumption. We are confident that these advanced alcohol breath analysers will significantly benefit the police force and make our roads safer for everyone."

Diageo's 'Wrong Side of The Road' program was developed in collaboration with the United Nations Institute for Training and Research (UNITAR). It aims to sensitize participants on the effects of drink driving. The company has also partnered with over 25 Regional Transport Offices, setting up tab labs to create awareness through the program. Last year, over 2.3 lakh adults participated in this anti-drink driving learning experience.