Lambrrini intros free app as part of CSR initiative

BANGALORE, INDIA: Leading wine-style drink, Lambrini, has introduced a free Bodyguard App as part of a nationwide campaign to encourage responsible drinking.

The virtual Bodyguard is a free-to-download application for Android and iPhone users, which has a range of functions including an alcohol unit counter that calculates the amount of alcohol from a drinks list.

Its ‘Get Me home' tool uses the GPS functionality on users' handsets to locate the nearest form of transport and advises of the last available train, bus or tram plus onward connections.

The Bodyguard will also keep friends informed of individuals' whereabouts when they've left the party by sending an SMS text or Facebook post to friends' walls when the user is on their way home, notifying them again once the user has arrived home safely.

And when the night draws to a close, the Bodyguard will even find users' their very own chauffeur in a form of private taxi firm from a list of local companies including contact details to make a booking.

Promoted on 2.4 million bottles across all four variants of Lambrini, the Bodyguard App pulls in real time data from local public transport services so users can plan their journeys ahead of a night out.

Lorna Tweed, Brand Manager for Lambrini, comments: "The Bodyguard App will be promoted on-pack via a QR code and supported by a social media and PR campaign that reminds consumers to stay safe during the Christmas period in line with Halewood International's ethos to encourage responsible drinking."