Schumacher, Bacardi join hands against drunk driving

Mumbai: Bacardi Limited has joined hands with seven-time Formula One champion Michael Schumacher as part of its responsible drinking “Champions Drink Responsibly” campaign.

As part of the campaign winners will get the opportunity to be in the passenger seat next to Michael Schumacher.

Bacardi announced this initiative for its Indian consumers at a press conference in Mumbai at Hard Rock Cafe a few days ago.

The only Indian to have taken part in Formula One race, Narain Karthikeyan, is also supporting Bacardi;s campaign.

Schumacher, who is the Bacardi Limited Global Social Responsibility Ambassador, will drive 28 adults from select markets around the world on a race track circuit to raise awareness about the critical message of responsible drinking and that “Drinking and driving don’t mix”.

Schumacher and his passengers will drive around the Ascari Race circuit in southern Spain. The prize draw will take place in March 2009 and winners must be available to travel from May 11-14, 2009.

"Bacardi has always been a Socially Responsible Corporate. With an aim to spreading the message of ‘Drinking & Driving Don’t’ mix’, we are happy to launch the Indian leg of this Global Promotion today. By providing our consumers a lifetime opportunity of having Michael Schumacher as their designated driver, we are aiming to spread the message to as wide an audience as possible," said Mahesh Madhavan, President & CEO, Bacardi Martini India Limited.

Commenting on the initiative, Karthikeyan said, "I would like to congratulate Bacardi Limited for taking this initiative to raise awareness on the issue and spreading the message “Drinking & driving don’t mix” through such a rewarding manner. This is a fantastic opportunity for consumers to meet Michael Schumacher and be driven at Ascari race circuit. Its like a dream come true to meet the ultimate champion and learn how champions remain in control.."

This promotion is part of a Bacardi Limited’s global social responsibility campaign launched in April.

Bacardi also announced its association with Party Hard Drivers, Mumbai’s premier night driver service providers. All Bacardi events in the city of Mumbai will have a Designated Drivers corner, where consumers who choose not to drink and drive, will be given the option of being driven home by a designated driver.