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As a part of continued initiatives against drunk driving, Ola, India's most popular mobile app for transportation has partnered with BarTalk, a new age smart OOH network, to support their 'Do Not Drink and Drive' initiative being launched across key bars and pubs in the National Capital.
The number of deaths due to road accidents has been on the rise consistently and today, Indian roads account for the highest fatalities in the world. While over-speeding and careless or dangerous driving cause the maximum number of deaths in road accidents, drunk driving remains one of the leading causes.
Supported by the Delhi Police Department, the initiative aims to create awareness against drunk driving among pub-goers in the Capital and will help promote safe road practices.
BarTalk has digitized 25 premium bars in Delhi with over 150 Dynamic
The HD-rich digital displays with real-time bar offers will display messages from Delhi Police and Ola against the perils of drunk driving urging patrons to take an ola as an alternate. Ola will support the initiative by facilitating cab bookings for customers and offer attractive discounts to promote usage of cabs. These offers will be pushed through BarTalk.
"At Ola, our endeavor is to lead initiatives that positively impact the society.
We have been working with key stakeholders including the local police to create awareness around responsible drinking and are glad that a lot of people are using our service as an alternative to ensure that they don't drink and drive. We are happy to work with BarTalk and Delhi Police in helping curb road accidents and deaths caused by drunken driving," said General Manager - Delhi at Ola, Deep Singh.
"We are elated that through our Unique Digital OOH Network, such important initiatives are being powered. The fact that a law and order agency like Delhi Police recognizes its viability to spread a message in public interest, patronizes its power to reach out to the target audience at the right time and place," said founder and CEO BarTalk, Gautam Bhirani.
"We are also happy that a homegrown company such as Ola that has been instrumental in such initiatives in the past has joined hands with BarTalk to curb drinking and driving through creative awareness and regular incentives," added Bhirani.
Ola has been spearheading several campaigns for safe rides and safer roads across the country. Last year, Ola partnered with Hauz Khas Village Association to encourage patrons and visitors of leading pubs and bars in Hauz Khas Village to take a safe and specially discounted Ola ride after a night out with friends along with breath analyzers that checked alcohol levels.
In Bengaluru too, Ola partnered has with the Government of Karnataka to install kiosks that would check alcohol consumption limit of visitors of popular pubs in the city along with facilitating cab bookings. Ola aims to initiate similar campaigns across other key cities in the country.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)