Quite recently, Volvo India undertook an awareness campaign in the national capital about hazards of getting drunk and then driving. This was the first time that the luxury car maker came forward with such an initiative. The campaign involved ice cubes, alcohol and then a final message to avoid drinking before driving. Sudeep Narayan (Marketing & PR Director, Volvo Auto India) said, “We really appreciate Pickle Lintas efforts to conceive and execute this idea as it really brings alive the consequences of mixing drinking and driving by simply using the melting property of ice. The concept is also in line with our all-time ‘safety’ proposition.”
The Volvo's corporate social responsibility activity was carried out recently. This unique don’t drink and drive campaign with Pickle Lintas was pretty effective in conveying the message. In this campaign, the auto company collaborated with Manahttan Craft Brewery, Turquoise Cottage and other pubs of the city to carry out the activity, named as 'Melting Moments'. During the campaign, people who ordered drinks were served special car shaped ice lollies instead of regular ice cubes. Once these lollies were dipped in the drink, the ice would melt making the whole car shape appear distorted. Then there would be message highlighting 'Don’t mix your drink with your drive'.
Customers coming down to pubs were stirred by this innovative initiative and message passed on. Some would just pass out a cheeky smile with car shaped ice cubes getting disfigured, followed by the message. One of the guests even exclaimed, “It’s a wonderful idea, ice is so close to alcohol and to turn it into the shape of a car for a message was really cool.” The side effect of this whole activity also showed up on owners and managers of restaurants who seemed to be really excited with a such an experience. Sandeep Pundir (Manager, Manhattan Craft Brewery) even said, “It was really exciting for us to carry out this idea because as a popular bar we really wanted to stand for a cause as we don’t want the happiness we bring you to cost lives.”
