Bacardi-Martini India Ltd has released two ad campaign in India recently. The spots are currently being aired on ESPN, Star Movies, Channel [V], Star Sports and Star World. Produced in India by MaCann-Erickson, the campaign has a dual objective of creating awareness about the dangers of drinking and driving and educating the consumers about Bacardi's mixability. The ads are based on Bacardi's international campaign that uses the statement: `Bacardi mixes with everything except driving.'

The commercials open with a catchy beat and quick shots of Bacardi with a variety of drinks like cola, tonic, orange, lime and soda. The mood of the commercial changes suddenly with the shot of a petrol nozzle and the sound of a car screeching to a halt. Here the spot ends with the positioning statement: `Bacardi mixes with everything but driving.'