'Don't drink and drive', say police

With drunken driving accounting for a good number of deaths in road accidents in Bangalore, many businesses and traffic police have sat up and have taken notice.

MAA Bozell, part of the Rs 200 crore MAA group, has joined hands with the Bangalore police to bring down the death toll caused by driving under the influence of alcohol.

With the encouragement of the Bangalore police along with MAA Bozell, the campaign: "Don't Drink and Drive" is being launched to disseminate the message.

The campaign, which is to commence on May 22, will be held in June and July in Bangalore and will begin with a 'Don't Drink and Drive' hoardings across the city.

According to the Bangalore police, last year there had been 903 deaths in the city. Of these fatalities, drunken driving alone accounted for 831 deaths.

According to the latest report, Bangalore has the highest number of deaths by accidents. With a strict deadline of 11 pm in place, the Bangalore police hope that this will check any further casualties and injuries.

"This is a constant challenge the police departments face across the world, let alone India. You can be rest assured, every police department whether Bangalore or New York, make it their duty to change this pathetic state of affairs in question," said team Maa.

"The highest percentage of accidents in Bangalore are caused due to the consumption of alcohol above the permitted limit," said M A Salim, DCP (east division), Bangalore traffic police pointed out.

Commenting on the issue, Ajay Singh, police commissioner of Bangalore, said, "Many people ignore initiatives such as these conducted by the police. The police are here for the citizens and it is our duty and responsibility to tackle problems of this sort for the safety and well-being of the public."

So is there a clarion call for this? "Definitely, without a doubt," says team Maa, "Not only is there a need, but there is demand as well. Everyone in their right minds are aware of this, but unfortunately, it is not given utmost priority, which is quite heartrending."

Maa Bozell together with the Bangalore police, hope that creatively communicating this in a language common to the people of Bangalore, will help in achieving just that.

"It definitely is a programme, we the Bangalore police, will constantly support," said Salim. "Until Bangalore stops to drink and drive, we will continue to find ways to communicate our message with our communications and communication partners Maa Bozell," said Salim.