Foster’s tied up with popular watering holes across India. Servers at these places had their limbs plastered with casts, posing to be victims of drinking and driving. These casts became their medium of communication. Scribbled on the casts was the message- Spare your limbs. Please don’t drink and drive. So every time people were served their drink, they were also shown the consequences of drinking and driving. We also made it interactive. People pledged against drinking and driving by signing on these casts. And their written message against drinking and driving was passed on to others in the pub.

Since we got people to personally pledge against drinking and driving, many people did return home in taxis. Some appointed a designated driver amongst themselves. This activity also generated a lot of buzz and word-of-mouth. People spoke about it to their friends. Many people also posed with the servers and uploaded these pictures on their social networking profiles. People formed online forums and discussed about it. All this reinforced the message, and Foster’s image as a responsible brand.