THE INDIAN chapter of South African alcohol makers, SAB Miller India, in an effort to counter problems, ironically generated by its own core product, alcohol, organized a unique event in association with one of the leading management institutes in India, MDI Gurgaon. With domestic and social problems on a rise due to alcohol, SAB Miller India chose to stick by its sponsorship for the third consecutive year for MDI’s annual carnival Imperium through ‘Nukkad Nataks’ or street plays. Talkingalcohol.com, SABMiller’s unique online initiative, a comprehensive guide to alcohol, was also a part of the fest.   

With increasing reports of drunken in Gurgaon, SAB Miller, in the past, had initiated other programs meant for responsible driving after drinking. Recently, they rolled out another campaign called ‘Respect the Road: Don’t Drink and Drive in Gurgaon’. Other themes, apart from responsible drinking, also included spreading awareness on HIV AIDS and sexual behaviour. The participants included some well reckoned colleges from Delhi University like Atma Ram Sanatan Dharma (ARSD), and many other B-schools from the country.

Putting their talents into best use, participants enacted their assigned themes with utmost perfection. However, it was ARSD that walked away with the first prize followed by the host college who got cash reward of Rs. 15,000 and Rs. 10,000 respectively.  

Speaking about the unique initiative, Ajit Jha, Director-Corporate Affairs and Communication, SABMiller India, said that its high time that the corporate sector takes active initiative, and participates for the benefit of civil society. The college fest Imperium at MDI Gurgaon turned out to be an useful opportunity for SABMiller to reinforce the message of responsible drinking and sexual behaviour amongst the youth - the future of our society.