ISWAI with UP govt. enhances road safety ahead of Holi

The International Spirits and Wines Association of India (ISWAI), in partnership with the Uttar Pradesh Police, has launched the next phase of its ‘Never Drink and Drive’ (NDAD) campaign ahead of Holi. Initiated in January 2025, the campaign aims to foster responsible alcohol consumption and enhance road safety across the state.

“Holi is a time of joy and togetherness, but it should not compromise on road safety. We urge young people to celebrate responsibly and avoid driving under any influence of intoxication. ISWAI is actively raising awareness through roadshows and public engagement. We are also equipping the UP Traffic Police with breathalysers to strengthen enforcement,” said ISWAI CEO Sanjit Padhi.

As part of its commitment to responsible consumption and public education, ISWAI expanded its campaign through various initiatives like a rally-style roadshow that was held in Lucknow on March 8 in collaboration with the UP Traffic Police. During the event, breathalysers were donated to the department, reinforcing enforcement efforts. More than 100 participants attended the event, emphasising the message of never drinking and driving.

Additionally, strategic awareness messaging was placed at key points of sale and consumption, including pubs and bars, to educate on responsible drinking behaviour, among patrons.

Speaking at the event, Vice-Chancellor of the University of Lucknow, Prof. Alok Kumar Rai, applauded the initiative. “I congratulate all the organisations, such as ISWAI, and TSL, for their dedicated efforts in propagating this vital message and for organising this awareness rally with us. I strongly abide by this message and urge the youth of Lucknow to support and amplify this cause.”

With a significant number of fatalities owing to road accidents in the state, especially on the national highways, drunk driving accounts for 2.5 percent of these tragic incidents. Through the #NeverDrinkAndDrive campaign, ISWAI and state authorities aim to remind the public that festive joy should never come at the cost of safety.

“ISWAI, the University of Lucknow, and TSL deserve appreciation for initiating this vital campaign and spreading awareness on this serious issue. Drinking should not be viewed merely as a recreational activity without considering its consequences. The principle of ‘Never Drink and Drive’ must be ingrained in life, not just seen as a rule. I urge the youth to propagate this message and strictly follow traffic regulations for their safety and that of others,” said ACP Traffic Police, Saumya Pandey.