Daijiworld Media Network - Goa (mb)
from special correspondent

Panaji, Dec 22: On Thursday, Diageo India announced the appointment of Indian golfing champion Jeev Milkha Singh as its Responsible Drinking Ambassador for the Johnnie Walker Classic, 2008.

Jeev Milkha 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 of 'Winners always stay in control – never drink and drive.'

By raising awareness of this important message, this innovative 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 New Delhi 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.

At the launch, Jeev Milkha 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 dr ink 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."

Says Asif Adil, managing director, Diageo India : 'In 2008, we are determined to increase our commitment to responsible drinking and Diageo has announced the appointment of Jeev Milkha S ingh as the Responsible Drinking Ambassador for its Johnnie Walker Classic in 2008.  The role of this golfing champion 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 there are still people who think it is acceptable to dr ink and drive, and we are determined to do all we can to help change these attitudes".