The Mumbai traffic police chief Dr BK Upadhyay flagged off an anti-drink and drive campaign in association with TABcab, Mumbai's largest phone fleet cab service, on Monday.
As a part of the corporate social responsibility campaign, TABcab announced a 'Drink and Drive contest' at Girgaum Chowpatty.
The campaign showcased the consequences of driving under the influence of alcohol with tongue-in-cheek humour and a bold message. It said that if anyone is caught driving drunk, then they would be winning a chain — which actually meant handcuffs — and also free food and stay, which meant that the person can be put behind bars.
Around five cabs drove around the city from Girgaum Chowpatty to Malad showcasing messages that were stuck on their vehicles.
Shyam Singh, CMO of TABcab, said, "As a part of our corporate social responsibility, we are always committed to the cause of spreading awareness and educating people on the importance of responsible driving."
Upadhyay said that the Mumbai traffic police started this drive around six years back in 2007. This drive has brought down the number of fatal accidents. "In 2007, about 600 people died in road accidents. Last year, the figure was reduced to 485 deaths."
Upadhyay added that by starting this campaign they are expecting that the fatal mishaps caused due to drunk-driving will reduce.
TABcab with its fleet of 2,800 cabs is the largest radio taxi service in Mumbai.