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McDowell’s No.1, Diageo India’s flagship brand, has launched the #No.1YaariPatrol, a cause marketing campaign hosted across the brand’s Facebook, Instagram and Twitter pages.

Unlike most campaigns, #YaariPatrol uses the convincing power of ‘yaars’ to intervene and encourage a friend to never drink and drive. The campaign, which is the second such initiative from the brand, saw over 100 million impressions.

Launched in December, #No.1YaariPatrol is a collaboration with digital agency Experience Commerce, which created nearly 50 creative pieces of content using memes, short videos and Instagram stories to engage consumers across social platforms.

The campaign conversations raised awareness of drunk driving laws through witty and culturally relevant social posts around Christmas and New Year’s Eve. As a continuation, last month, the campaign celebrated the Road to Safety Week by educating the audience about road traffic laws through different adaptations of popular memes.

The official hashtag, #No.1YaariPatrol, gained a total engagement of more than one million and reached a key audience of young millennials of the ages 18-34 (85% of users engaged).

Amarpreet Singh Anand, Executive Vice-President and Portfolio Head, Marketing, said, “It’s important for us to be at the forefront of the responsible drinking conversation. Thanks to the strong brand message of ‘Yaar’ that McDowell’s No.1 carries, we are able to create a digital campaign that is both relatable and shareable — a responsible drinking campaign that cuts through the typical communications that consumers often tune out.”

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