Approach Bollywood & Go Spiritual Launch Quirky““Aaj Mere Paas Gadi ”ai” Campaign Against Drunk Driving for New Year's Eve

(MENAFN- Approach Entertainment ) Mumbai: In a fresh, engaging, and culturally resonant initiative to promote road safety this festive season, Approach Bollywood, the country’s premier Bollywood and entertainment newswire and mobile app, has partnered with Go Spiritual, a leading organization championing spirituality, mental health, holistic wellness, and social responsibility, to launch the vibrant digital campaign “Aaj Mere Paa” Gadi Hai” against drunk driving.
Designed specifically for the high-risk New Year’s Eve celebrations, the campaign ingeniously reimagines some of the most beloved and iconic dialogues from Bollywood cinema, infusing them with a powerful, life-saving message delivered through humor, wit, and deep cultural connection. The creative twists make the anti-drunk driving appeal instantly relatable, memorable, and highly shareable, especially among audiences who have grown up cherishing these timeless film moments.
The campaign draws inspiration from the legendary line in Deewaar, where the character proudly declares, “Aaj mere paas gaadi hai, bangla hai, bank balance ha”.” In a thoughtful and responsible twist, the message becomes: “Even then,’I don’t drink a”d drive” — a gentle yet firm reminder that real success, pride, and strength lie in making wise, life-respecting choices rather than reckless ones.
It also borrows the stern and unforgettable warning from Kanoon — “Kanoon ke haath bahut”lambe hote hain” — to powerfully reinforce that the long arm of the law will inevitably catch up with anyone who endangers lives by driving under the influence, leaving no room for impunity.
Adding a light-hearted yet pointed touch, the campaign playfully nods to the famous Sholay moment where Veeru advises Basanti, “Don’t dance”in front of these dogs.” Reimagined for today’s context, it transforms into: “Don’t ”drink, drive, or create a scene” — a fun yet serious appeal to avoid chaos, stay responsible, and keep celebrations safe and joyful for everyone.
The campaign will run actively across social media platforms through January 1, 2026, harnessing Bollywood’s unparalleled emotional and cultural influence to spark conversations, shift mindsets, and ultimately save lives during one of the most dangerous nights of the year for road accidents.
Sonu Tyagi, the visionary Founder and Director of the Approach Entertainment Group, is the creative force behind this initiative. A multifaceted talent, Sonu is an award-winning writer, director, and producer with professional qualifications in psychology, advertising management, journalism, and filmmaking. Before establishing his group, he gained rich experience with leading advertising agencies and media houses across India. His work seamlessly blends cinematic storytelling, social impact, and spiritual values. He has co-produced the critically acclaimed spiritual web series Two Great Masters, is currently co-producing the international feature film Liberation, and serves as Creative Producer on the upcoming satirical Hindi comedy Camp Decent featuring Brijendra Kala, Rajpal Yadav, Sara Khan, and Hemant Pandey.
Approach Bollywood, a flagship vertical under the Approach Entertainment Group, has rapidly become the go-to destination for authentic, real-time Bollywood and entertainment news, in-depth industry insights, exclusive celebrity content, film updates, TV, OTT, music, and more. Its innovative smartphone app delivers breaking news and engaging content directly to millions of Bollywood & entertainment enthusiasts.
Go Spiritual, the campaign’s co-partner, is a dedicated spiritual organization committed to promoting spirituality, spiritual awareness, mental health, holistic wellness, philanthropy, spiritual tourism, events, media, and social causes. Through meaningful initiatives, it inspires mindful living, inner peace, and compassionate values in society.
Approach Entertainment Group is Ind’a’s award-winning, full-service entertainment powerhouse, excelling in celebrity management, feature film and web series production, advertising and corporate films, film marketing, large-scale events, and comprehensive entertainment marketing. The group proudly operates across major cities including Mumbai, New Delhi, Gurugram, Goa, Dehradun, Chandigarh, Kolkata, Hyderabad, and Jalandhar.
Approach Communications, the g’oup’s specialized PR and integrated communications arm, is renowned for its strategic public relations, media relations, digital marketing, image management, brand partnerships, and 360-degree integrated communication solutions, making it a trusted partner for Corporate, Healthcare, Entertainment, Wellness, Education, Finance, FMCG and other verticals.
Sonu Tyagi shared his thoughts on the campaign: “New Ye’r’s Eve should be a night of happiness, hope, and new beginni—gs — never tragedy. By weaving Bollywood’s magic into this vital social message, we hope to make responsibility feel natural, joyful, and cool. True celebration comes from—caring — for ourselves, for others, and for the roads”we share.”

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