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Drunk driving claims more than 100,000 lives a year, and Shah Rukh Khan hopes to lower that statistic.

In a short video on Twitter hashtagged #RaeesKiSuno, the actor (threateningly) asks his fans to party but not drink and drive. Yikes!

Now that's what you call constructive marketing -- social message paired with promotion.

Raees stars SRK and Mahira Khan and will release Jan 25 next year. The film's trailer was a hit and garnered positive response from both sides of the border.