L ucknow, Uttar Pradesh, January, 10th, 2025: The Inter-national Spirits and Wines Association of India (ISWAI), a leading voice of the Indian Premium Alcoholic Beverage Industry, in collab oration with the Uttar Pradesh Excise Department and Uttar Pradesh Police, has launched the ‘Never Drink and Drive’ campaign in the state of Uttar Pradesh (UP). This initiative aims to foster a culture of road safety and create awareness on the importance of responsible alcohol consumption in the State.
Uttar Pradesh, India’s most populous state, has considerable number of road accident fatalities, particularly on National Highways. Drunk driving contributes to 2.5% of road fatalities, often claiming lives at their most productive age. This joint initiative between ISWAI and the UP-Govern-ment authorities, underscores the urgent need for awareness, education, and behaviour change to combat this serious public hazard.
Launching the campaign, Shri Nitin Agarwal, Hon’ble Minister of State Excise, Uttar Pradesh, emphasized the state government’s strong commit ment to road safety and citizen’s well-being. He said, “Road safety is a collective responsibility, and this campaign sends a very important message to all the citizens: Never Drink and Drive. It is essential that we prioritize safety over convenience, and I commend ISWAI for their efforts and commitment in bringing this initia tive to our state.”
At the start of the National Road Safety Week 2025, observed from uth to 17th January, focuses on raising awareness about road safety and promoting 24 ISWAI, UP Excise Department and UP Police Join Hands to Promote Road Safety with ‘Never Drink and Drive’ Campaign responsible behaviours among road users, ISWAI, along with the UP Police and the Excise Department, has rolled out public awareness initiatives, that includes:
. Awareness drives in key cities across Uttar Pradesh starting Lucknow, December 2024 onwards.
. Youth-led roadshows to spread the message among younger audiences
. Bar and Pub Interventions: Targeted messaging at on-premise venues to create awareness of respon sible consumption
Further Dr. Adarsh Singh, Excise Commissioner, Uttar Pradesh adds, “It is a noble initiative as we trying to put across to people ‘Never Drink and Drive. It is extremely dangerous not just for the person who is driving but also to other who are on the road as well. There have been many other initiatives that have been undertaken as part of this program and I wish all people concerned with this initiative, the very best. This message once again should be reiterated that one should ‘Never Drink and Drive.”
Excise Revenue contributes over 2% of thestate GDP and is the second largest revenue source (36%e excluding SGST) and the sector directly and indirectly provides employment to 5.3 Lakh people including 3.5 lakh farmers. Highlighting the role of enforcement and education, Shri Vikas Kumar Pandey. ACP. Police Commissionerate, Lucknow, Uttar Pradesh, said, “The Uttar Pradesh Police is committed to ensuring that our citizens are safe on roads. Our joint campaign with ISWAI will significantly help in educating the public, create awareness on the perils of drink & drive, and encourage responsibie behaviour on roads. Drunk driving is illegal and causes a grave risk to human life, both self and others. We urge every citizen to follow the law, be responsible and never drink and drive.”
ISWAI and its members are significant contributors to the state’s revenue and manufacturing units in the state play an important role and contribution to the wellbeing and growth of the state in meeting their stated economic and social objectives On the occasion Sanjit Padhi, CEO, ISWAI, said, “We are privileged to partner with the Uttar Pradesh Police and UP Excise Department on this critical campaign. At ISWAL, we believe in empowering individuals with the right knowledge about alcohol consumption and responsible behaviour. Our “Never Drink and Drive’ campaign aligns with our goal of fostering responsible consumption and creating awareness on road safety and ultimately save precious lives.”
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Consulting Editor- Gopal Joshi
