Book Launch of Experience Karnataka on The Road like never before

‘Respect The Road’ program and Times Group Books launch “Experience Karnataka” by Supriya Sehgal

Replete with the state’s unexplored travel spots, the book also spreads the message on road safety

Bengaluru, December 9, 2016:

Respect The Road, one of India’s leading road safety initiatives, along with Times Group, announced the launch of travel bookExperience Karnataka on The Road’ at Sapna Book House in the city. Experience Karnataka book aims to spread the message of road safety while highlighting the beautiful tourist destinations in the State of Karnataka as experienced by its author Supriya Sehgal.

The book captures beautiful and scenic road routes in Karnataka that travel enthusiasts can take while planning a road trip. Apart from revealing some of the hidden gems of the state, the book highlights the importance of travelling safe on the road. This comprehensive handbook includes photographs, easy-to-use route maps, advice on the best places to stay, eat and shop, along with useful travel tips and alerts.

The dignitaries present on the occasion included BNS Reddy, Additional Commissioner of Police, Devashish Dasgupta, Director- Corporate Affairs, AB InBev, India and Mudit Shekhawat- Senior Director, Marketing, Ola.

Speaking at the launch, Additional Commissioner of Police, BNS Reddy said, “It is a pleasure to be present here today. It is highly important for commuters to travel and stay safe while holidaying. Respect the Road is known for its commitment to promote safe driving while the Times Group Books is bringing the right stakeholders together on one platform to spread the message further. I urge you all to explore the beauty our great state and at the same time be safe and respect the road.”

Devashish Dasgupta, Director- Corporate Affairs, AB InBev, India said, “People make roads safe and it should be our number one priority while driving. We intend to spread this awareness through the wonderfully written book- ‘Experience Karnataka on The Road’ and reiterate our views on safe driving and road safety.”

Mudit Shekhawat, Senior Director Marketing, Ola said, “We are honoured to be here at the launch of Ms Sehgal’s book on experiencing the vibrant state of Karnataka, a place we all cherish and love. Rightly known as ‘One state many worlds’, such a place is truly best explored by road. This is where we as a mobility provider bridge the gap and enable seamless transport solutions. With Ola Outstation, one of our many categories we aim to bring the superior Ola experience to intercity travel as well.” He added,” We are delighted to partner with Sabmiller, to extend our support to the road safety initiative which is also an integral part of our mission to build a safer and reliable experiences for our citizens.”

A must-have for all travel enthusiasts, the book strives to be a platform through which general public can be engaged on various themes related to road safety and Karnataka tourism.

About ‘Respect the Road’ Program

‘Respect the Road’ – SABMiller India’s responsible drinking and road safety program is an initiative that is focused towards addressing the issue of drinking and driving in particular and road safety in general.  The program was launched in 2015 in Bengaluru where it works with partners Ola, Drive U and Bengaluru Traffic Police to create awareness about responsible drinking and following road safety norms. The program was launched in 2011 in the city of Gurgaon in partnership with the local Gurgaon Traffic Police and private partners including chauffeur and taxi companies.

The program is promoted through a 360 degree marketing communication strategy which includes initiatives such as outdoor hoardings; broadcast, leveraging digital to engage with target audience; activations and merchandise distribution in bars & pubs, street play competitions and sponsorships.

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