Actors to power anti-liquor drive

Thiruvananthapuram: In a bid to wean youth away from liquor, the excise department is planning to rope in young actors for anti-liquor campaigns. The Kerala State Beverages Corporation (KSBC) will also provide financial assistance for  de-addiction centres as part of its anti-liquor initiatives.

“Young actors will be able to make a strong influence on youngsters and hence we are seeking their service. Talks will be initiated with the actors in this regard soon,” said additional excise commissioner N. Prasanth.

The plan is to make short television campaigns featuring actors like Dulker Salman on the ill-effects of liquor. Meanwhile, the KSBC, which is the sole distributor of liquor in the state, will aid de-addiction centres as part of its corporate social responsibility.

“We are setting apart  funds for CSR activities and these funds would be utilised to support de-addiction centres,” said Prasanth, who is also  managing director of KSBC.

Though the KSBC earlier had a plan  to set up its own de-addiction centre, it was shelved. As a result of the sustained anti-liquor campaigns, liquor sale in the state during this Onam season  witnessed a declining trend. The sale was nearly nine percent lower than that during the last season.