Anti-DUI campaign puts the fear of god into drunk drivers in India

The Hindu religion is said to have something like 330 million deities – that's nearly as many gods as there are residents in North America. Another startling number is the amount of road fatalities in India attributed to drunk driving: 70 per cent.

Combining the former with the latter, a restaurant called Zara in Chennai worked with an ad agency to heighten awareness of leaving the bar after several too many and promote a designated driver service. When patrons got their cars back from the valet, they discovered someone else along for the ride – and in a country as sensitive to supernatural encounters as India, it was apparently the last god these motorists wanted to meet.

Check out the video below – it's worth a watch.