The Brief

In India, the issue of scrap tyres – 88 million in 3 years, is becoming a threat to the environment. But the issue isn’t discussed much in our country. JK Tyre & Industries Ltd. wanted to go further than just bring the impact of discarded tyres on the environment to the notice of the general population. They wanted change that lasts. Recycling being the obvious answer, our objective was to make recycling appealing to everyone – especially the youth of the country who are responsible for bringing about change in the world. The target audience was drawn from both existing customers and new customers.

Creative Execution

The grave issue of scrap tyres needed more than an awareness campaign. It needed public support, especially from the youth. This was achieved through teaming up with the FDDI students. The trendy footwear and accessories showcased at the Soles with Souls Fashion Show & Press Event, brought in more champions for the cause. Also, JK Tyre became the first ever tyre company in India to have carried out an initiative like this.

Describe the creative solution to the brief/objective.

The idea was to convert scrap tyres into something most desired. To reach out to the youth of the country, we decided to make them our partners and spokespersons. So we teamed up with the Footwear Design & Development Institute of India (FDDI). Hundred promising students; the future designers of the country, were selected to participate in a week-long workshop. Months of hard work turned discarded tyres 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 500 guests invited to the event weren't the only ones we reached out to. The response was tremendous.

Results

Within three days of the event the Facebok page of Soles with Souls had more than 60,000 views. People were flocking to Youtube, Twitter and blogs to give momentum to the cause. The event was reported in 24 reputed dailies and 5 leading news channels fetching media coverage worth Rs. 30,000,000/-. JK Tyre received more than 4000 appreciative mails. The company organised exhibitions and auctions and will be retailing scrap tyre merchandise. Scrap tyre collection stations are being opened throughout the country. 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.