SOLES WITH SOULS

Short List
TitleSOLES WITH SOULS
BrandJK TYRE & INDUSTRIES
Product / ServiceTYRE
CategoryB01. Corporate Image & Information
EntrantCONTRACT ADVERTISING INDIA Gurgaon, INDIA
Entrant Company:CONTRACT ADVERTISING INDIA Gurgaon, INDIA
Sales Promotion/Advertising Agency:CONTRACT ADVERTISING INDIA Gurgaon, INDIA

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. Copy Writer
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

The Brief

The increase in the number of tyres in India – around 88 million in 3 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.

Describe how the promotion developed from concept to implementation

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 500 guests weren’t the only people we reached out to. In fact, the response has been way beyond our expectations.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 will be 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.

Explain why the method of promotion was most relevant to the product or service

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 brought in more champions for the cause.