Why did kingfisher logged on to the campaign: "Dont drink and drive."

~Ram kumar~
Well i guess most of us must have come across the big outdoor hoardings by kingfisher(UB group) which holds a big statement like "DRINK RESPONSIBLY" and the footer says"Don't drink and drive."
Well i guess there is a lot of study behind it as to why they came up with such corporate social responsibility stunt and especially from a stable run by a person like Vijay Mallya..
If you look at study which is conducted for a sample of 100 regular alcohol drinkers of different age groups under 16-24, 25-44, 45-64, 65+ . The number of people who consume more that 4 units perday are:
16-24 ----- 23
25-44 ----- 31
45-64 ----- 21
65+ ----- 07 (Source: British heart foundation website.)

Which clearly brings to a conclusion that age group of 25-44 consumes alcohol to the max.

Now if you look at the correlation between age and deaths due to accidents,from the study we understand that age is a major factor.. Details as taken from(http://medind.nic.in/jal/t04/i1/jalt04i1p20.pdf) reveals that,

Age grp Males
(years) Cases
0-10 27
11-20 76
21-30 110
31-40 91
41-50 46
51-60 28
61-70 20
71-80 3 0
81-90 1 0
91-100 0
(17% of the deaths are because of drunk drivers.)
Now by simple calculation if u distribute these figures in the previously taken age groups we get:
0-21 --- 93 (27+76)
21-40 --- 201(110+91) "Figure got doubled"
41-61 --- 74 (46+28)
61+ --- 60(20+30+10)

Can be clearly deciphered that Death rate is maximum for the age group 21-40(44 in the previous table,,forgive me for the residual error..no exact data found) who tends to be the largest customer group (31% of the sample consumes more than 4 pegs/units per day. )Now if you look at the total size of regular drinkers and multiply it ,you would find the number to reach astronomical heights.

Lastly if you peep into your own lives you understand that the average alcohol expenditure with age on the x-axis tends to increase and abruptly after your first salary and may decline after 40's because health problem grips in..Again gets to the conclusion that the maximum expenditure is for the age group of 21-40(Rational value)....So for the maximum revenue to be generated by UB Group they should save these people from dying..So the campaign"Drink responsibly " and "Don't drink and drive"..
Please comment on this..This is my first marketing deduction....Ram kumar