SOLES WITH SOULS

Gold Spike
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TitleSOLES WITH SOULS
ClientJK TYRE & INDUSTRIES
Product / ServiceTYRE
CategoryB01. Corporate Information
EntrantCONTRACT ADVERTISING INDIA Gurgaon, INDIA
Entrant Company:CONTRACT ADVERTISING INDIA Gurgaon, INDIA
Advertising Agency:CONTRACT ADVERTISING INDIA Gurgaon, INDIA

Results and Effectiveness

Nothing can be more reassuring than 60,000 views on the Facebook page of Soles with Souls. 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 will be retailing scrap tyre merchandise and has organised exhibitions and auctions showcasing these recycled products. Scrap tyre collection stations are being opened at all main outlets of JK Tyre. 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.

Creative Execution

Recycling scrap tyres had to be appealing. So tyres, till now abandoned, were to become couture footwear and accessories. And who would partner us in this project? Well, not famed fashion houses and designers. But the youth of the country. We selected 100 promising students of the Footwear Design & Development Institute (FDDI), Asia's leading footwear college, to participate in a week-long workshop. Months of hard work later, discarded tyres became high-fashion footwear and accessories. They were showcased on April 19, at Soles with Souls, a one-of-its-kind Fashion Show & Press Event in New Delhi, the Capital of India.

Insights, Strategy and the Idea

The increase in the number of scrap tyres in India, around 88 million in three years, is causing incurable scars to the environment. This is an issue that’s hardly discussed. But JK Tyre didn’t just want an awareness campaign. They wanted change that lasts. Recycling being the obvious answer, we wanted to go a step ahead. And make recycling appealing to everyone, especially the youth of the country who are responsible for bringing about change in the country. The idea was to convert what was unwanted to the most desired. Tyres, till now abandoned, were to become lifestyle products.

Credits

Name Company Position
Ravi Deshpande Contract Advertising (India) Pvt. Ltd. Chief Creative Officer
Nima Namchu Contract Advertising (India) Pvt. Ltd. Executive Creative Director
Sachin Talwalkar Contract Advertising (India) Pvt. Ltd. Vice President Creative
Uddalak Gupta Contract Advertising (India) Pvt. Ltd. Vice President Creative
Nitesh Sah/Sindhu M.S. Contract Advertising (India) Pvt. Ltd. Art Director
Sindhu M.S./Nitesh Sah Contract Advertising (India) Pvt. Ltd. Copywriter
Archana Ravi Contract Advertising (India) Pvt. Ltd. Copy Supervisor
Kuntal Sen Contract Advertising (India) Pvt. Ltd. Account Supervisor
Dr. R P Singhania JK Tyre & Industries Ltd. Vice Chairman & Managing Director
Amit Wadhwa/Parikshit Oberoi Accelerated Ideas Event Manager
Harry Bal ESP Films Director
Piyush Gupta Jazz Production Photographer