It’s not every day that one comes face to face with a guardian angel, let alone a group of them. There was little wonder that it caused quite a stir amongst consumers when Diageo’s troop of responsible drinking Guardian Angels led by MTV VJ and archangel Anusha descended at Hard Rock Café and Shiro.

Diageo’s Responsible Drinking ambassadors, dressed as angels, along with the vivacious Anusha created quite a lot of excitement as they handed out branded merchandise including bottled water, responsible drinking tips and tattoos with the ‘If you drink, don’t drive’ message.

This initiative is a part of the stylish and contemporary ‘Diageo MTV Guardian Angel’ campaign launched in November 2008 by Diageo, the world’s leading premium Drinks Company, in partnership with MTV. Over the last couple of months, trained Guardian Angels have visited some of the trendiest nightclubs and lounges like Hard Rock Café, Shiro, Bootleggers, Polyesther’s, Red Light, Toto’s, Hawaiian Shack, Jughead’s, Beach, Purple Haze, Athena, Bull and Bush in Mumbai and Bangalore to encourage consumers not to drink and drive and instead, designate a driver on nights out.

“We at Diageo celebrate life every day, everywhere, and more importantly, responsibly. The Guardian Angel campaign has been introduced, with tremendous success, all over the world and we are confident this responsible drinking message will resonate with our consumers. We believe our ‘Guardian Angels’ will grab everyone’s attention and help to deliver this message in an appealing and inspirational way,” said Asif Adil, managing director, Diageo India.

The campaign is alive in the digital world at www.guardianangelasia.com where consumers can find out more about the campaign and the angel ambassadors as well as become guardian angels themselves. The Guardian Angel campaign is a regional campaign, including Singapore, China and the Philippines.

The ‘Guardian Angels’ campaign is the latest in a series of Diageo-led activities to educate consumers in India on Responsible Drinking. Other Responsible Drinking activities include the Joint the Pact campaign with Formula One champion Lewis Hamilton, who is also the Johnnie Walker Responsible Drinking Ambassador as well as the campaign with India’s top golfer Jeev Milkha Singh, who was appointed the Responsible Drinking ambassador during Johnnie Walker Classic 2008.

successful activities were Johnnie Walker-CNBC Celebrate Safety program and Johnnie Walker Pit stop campaign in Bangalore. Listen to your Guardian Angel - if you drink, don’t drive.