Diageo India is among the country’s leading beverage alcohol companies with an outstanding collection of premium brands.
To help us achieve our Spirit of Progress goal of changing the attitudes of 3 million people towards drink driving, we are proud to work with our peers and partners.
For decades, we have been addressing drink driving through a range of interventions, working with police, local authorities and other agencies that support the enforcement of drink drive laws.
Anti-Drink Drive
As a responsible organisation, it is our duty to understand the effects of alcohol. Our India programme - Anti Drink Drive is committed to changing the attitude towards the same, in partnership with the UNITAR.
- In the last five years, we have educated over 12,00,000 people on dangers of drink driving.
- In the past, we have partnered with leading media houses (NDTV and Network 18) for nationwide awareness campaigns on Anti Drink and Drive, reaching 90 million people in four years.
- By 2030, we aim to promote changes in the attitudes of 3 million people towards drink driving.
- The programme is implemented in collaboration with Regional Transport Offices (RTOs). We have set up Tab Labs in 79 RTOs across 10 states to spread awareness about the effects of alcohol, among all licence applicants, above the legal drinking age.
- In FY25, 0.5 million consumers participated in ‘Wrong Side of the Road', the company’s anti-drink driving learning experience.
Sober vs Drink Driving
Sober vs Drink Driving is a digital gaming experience helping to shift a players’ mindset around drink driving through a series of mini-games based on five driving skills; control, reaction, awareness, braking and attention. By creating a compelling and thought-provoking game we want to motivate and empower players to grow their confidence by making smarter drinking and safer driving choices.