Shah Rukh Khan has a new message for his fans...

SRK says 'Don't drink and drive'

The superstar as brand ambassador of premium whisky brand Masterstroke launched its 'Don't Drink and Drive Campaign' in the capital on Saturday.

"I am proud that through this campaign I will be able to pass a social message to the youth of today. I don't believe in putting a blanket ban on such things but people should just keep a little bit of control. Overdoing anything, especially drinking, is not good. There should always be some restraint," said Shah Rukh at the launch.

Masterstroke deluxe whisky is the latest brand of liquor company Diageo Radico Distilleries Private Limited, a 50:50 joint venture between Diageo, a leading premium drinks company, and Radico Khaitan Ltd., a fast growing liquor manufacturer in India.

The campaign will initially roll out as a TV commercial featuring Shah Rukh, who recently won the Indian Premium League (IPL) bid for the Kolkata cricket team.

"The commercial aims at giving a solution in case anyone overdoes drinking. We have tried to spread the message in a very subtle manner. All we are saying is that in case you are going out and wish to drink, you should take a taxi or public transport to have a safe drive back home," explained Shah Rukh.

The campaign, especially evocative for the youth, will be aired within a fortnight and be supplemented by various below-the-line activities like sign posts, said Asif Adil, managing director of Diageo Radico Distilleries Private Limited.

"We are trying to educate consumers about responsible consumption of alcohol. Please don't mix drinking and driving," said Abhishek Khaitan, managing director of Diageo Radico.

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