ISWAI launches nationwide I-Pledge NDAD digital movement

The International Spirits and Wines Association of India (ISWAI) has launched a nationwide digital movement titled ‘I-Pledge to Never-Drink-and-Drive’ (I-Pledge NDAD), reaffirming its commitment to community well-being and road safety. The initiative aims to engage citizens across the country to promote a strong culture of responsible consumption and reinforce the message of never drinking and driving.

The movement builds on the success of ISWAI’s earlier Never-Drink-and-Drive campaigns conducted in Lucknow and Chandigarh earlier this year. With an expanded national footprint, the campaign now leverages digital platforms to drive sustained behavioural change and reach a wider audience across India.

Speaking on the roll-out, Sanjit Padhi, CEO, ISWAI, said, “The ‘I-pledge’ movement is not just a digital initiative, it is a collective call for responsible behaviour. By empowering individuals to make a conscious commitment to never drink and drive, we aim to build a culture where safety is prioritised. The power of ‘I-pledge’ reinforces the fact that ‘change begins with you’.”

Sanjit further added,“Driving under the influence continues to be a leading cause of road accidents in India. Through the ‘I-pledge’ platform, we encourage citizens to choose safer alternatives, such as a designated driver, a cab, or not driving after drinking at all. With over 1,800citizens already committed, the campaign calls on many more to take the pledge, spread awareness, and help make our roads safer for everyone.”

Hosted on ISWAI’s website, the initiative invites citizens to voluntarily take an online pledge and receive a personalised certificate acknowledging their commitment. A real-time pledge counter tracks participation, while social media amplification through #NeverDrinkAndDrive helps spread awareness nationwide. Through such initiatives, ISWAI continues its efforts to promote safe consumption and responsible driving, particularly during festive and celebratory periods.