Singapore – The Guardian Angel campaign – developed to promote responsible drinking by Diageo, the world’s leading beverage alcohol company – is back and is going regional with a partnership with MTV Asia in India, the Philippines and Singapore, as well as activation across major cities in China. In Singapore, the campaign will be fronted by local celebrity Denise Keller, while MTV VJs Kat and Nikhil will take the lead in the Philippines and India. The celebrity angels will encourage consumers to “listen to your Guardian Angel – if you drink, don’t drive” via a television commercial on MTV Asia and an interactive website at www.guardianangelasia.com. In addition, teams of Responsible Drinking ambassadors dressed as angels will visit clubs and bar areas in key cities in each market to communicate Responsible Drinking to partygoers and distribute branded giveaways. The Angels will encourage party-goers to refrain from driving under the influence of alcohol, and to use public transport or to designate a non-drinking driver instead.
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