Hyderabad: Ahead of the New Year’s eve when alcohol flows freely, Mission Smart Ride (MSR) is busy creating awareness at 542 pubs and bars in Hyderabad about safe commuting and responsible drinking.
Mission Smart Ride has made Ola its exclusive mobility partner for its ‘Don’t Drink and Drive Campaign’ at bars in the city. Sandeep Upadhyay, Ola’s city head for Hyderabad, said, “We have launched a pan-India initiative called #PeekeMatChala and are excited to further strengthen it with MSR’s Don’t Drink and Drive campaign this time around. We seek support from residents of Hyderabad to help us achieve our goal of zero incidents.”
Through its #PeekeMatChala campaign, Ola has been encouraging people to understand the harmful effects of driving under influence of alcohol, and instead take a cab.
The Ola app has been integrated with MSR’s Smart Waiter App which will enable pubs and restaurants to book an Ola ride for customers. MSR had announced ‘Don't Drink and Drive’ campaign in collaboration with the Telangana government in Hyderabad in December 2015.
MSR has so far given training to bar staff in about 91 per cent liquor establishments in the city on ‘responsible alcohol service level 1’.
Bhagi Nanda Sandilya, founder and CEO of MSR, said, “Telangana is the first state to implement the Mission Smart Ride initiative in collaboration with various stakeholders in the liquor value chain, and we are happy to have Ola as our mobility partner to achieve our zero DUI goal. We encourage people to party responsibly and use a cab or driver service depending on their situation rather than drive under influence of alcohol.”
Ola is offering free first rides and a discount of 15 per cent on repeat rides from popular pubs and restaurants in Hyderabad.
