Title | SOLES WITH SOULS |
Brand | JK TYRE & INDUSTRIES |
Product / Service | TYRE |
Entrant | CONTRACT ADVERTISING INDIA Gurgaon, INDIA |
Entrant Company: | CONTRACT ADVERTISING INDIA Gurgaon, INDIA |
Advertising Agency: | CONTRACT ADVERTISING INDIA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Ravi Deshpande | Contract Advertising | Chief Creative Officer |
Nima Namchu | Contract Advertising | Executive Creative Director |
Sachin Talwalkar | Contract Advertising | Vice President Creative |
Uddalak Gupta | Contract Advertising | Vice President Creative |
Nitesh Sah | Contract Advertising | Associate Creative Director |
Sindhu M.S. | Contract Advertising | Associate Creative Director |
Archana Ravi | Contract Advertising | Copy Supervisor |
Kuntal Sen | Contract Advertising | Account Supervisor |
Ajoy Shah | JK Tyre & Industries | Deputy General Manager |
Amit Wadhwa/Parikshit Oberoi | Accelerated Ideas | Event Manager |
Harry Bal | ESP Films | Director |
Sakshi/Puneet | ESP Films | Editor |
Piyush Gupta | Jazz Production | Photographer |
The increase in the number of scrap tyres in India – around 88 million in 3 years, is becoming a threat to the environment. But the issue isn't discussed much in our country. To go further than just bring the impact of discarded tyres on the environment to the notice of the general population, we decided to make recycling appealing to everyone – especially the youth of the country who are responsible for bringing about change in the world. The idea was to convert what was unwanted to the most desired. Tyres, till now abandoned, were to become lifestyle products.
Within three days of the event the Facebook page of Soles with Souls had more than 60,000 views. People were flocking to twitter, youtube, blogs. The event was reported in 24 reputed dailies and 5 leading news channels fetching media coverage worth Rs. 30,000,000/- JK Tyre became the became the first ever Indian tyre manufacturer to take up this cause and have received more than 4000 appreciative emails. Soon the company will be retailing scrap have be organised. The government has announced a 30-40% subsidy on footwear made out of recycled tyres. Moreover, making footwear out of scrap tyres will soon be on the curriculum of FDDI.
We teamed up with the Footwear Design & Development Institute of India (FDDI), Asia's leading footwear college. 100 promising students, the future designers of the country, were selected to participate in a week-long workshop. The youth of the country became our spokespersons. Months of hard work later, discarded tyres turned into high-fashion footwear and accessories. On April 19, Soles with Souls, a one-of-its-kind Fashion Show & Press Event, unfolded in New Delhi, the Capital of India. The event was telecasted live on leading TV channels. A facebook page was dedicated to the initiative. It was also visible on twitter, youtube and other social media.