Jk Tyre Case study SOLES WITH SOULS by Contract Advertising India

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SOLES WITH SOULS

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Industry Tires
Media Case study
Market India
Agency Contract Advertising India
Associate Creative Director Sindhu M.s., Nitesh Sah
Executive Creative Director Nima D T Namchu
Photographer Piyush Gupta
Account Supervisor Kuntal Sen
Production ESP Films
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: JK TYRE & INDUSTRIES
Product/Service: SCRAP TIRE RECYCLING
Agency: CONTRACT ADVERTISING INDIA
Date of First Appearance: Mar 14 2011
Entry URL: http://www.facebook.com/soleswithsouls
Chief Creative Officer: Ravi Deshpande (Contract Advertising)
Executive Creative Director: Nima Namchu (Contract Advertising)
Vice President: Sachin Talwalkar (Contract Advertising)
Vice President: Uddalak Gupta (Contract Advertising)
Associate Creative Director: Nitesh Sah (Contract Advertising)
Associate Creative Director: Sindhu M.S. (Contract Advertising)
Copy Supervisor: Archana Ravi (Contract Advertising)
Branch Head: Prashant Mathur (Contract Advertising)
Account Supervisor: Kuntal Sen (Contract Advertising)
Deputy General Manager: Ajoy Shah (JK Tyre & Industries)
Event Manager: Amit Wadhwa/Parikshit Oberoi (Accelerated Ideas)
Production: Harry Bal/Sakshi Grover/Prakash (ESP Films)
Photographer: Piyush Gupta (Jazz Productions)
Media placement: Digital - Facebook - 13th April, 2011
Media placement: Digital - Twitter - 14th April, 2011
Media placement: TV - ETnow - 19th April, 2011
Media placement: TV - Aaj Tak, Headlines Today - 13th April, 2011
Media placement: Digital - www.aol.in - 19th April, 2011
Media placement: Digital - www.hindubusinessline.com - 19th April, 2011
Media placement: Digital - http://www.youtube.com/watch?v=jtZZ7VLYAdo - 19th April, 2011
Media placement: Digital - www.msn.com - 20th April, 2011
Media placement: Press Releases - Hindustan Times, Pioneer, Business Standard, Statesman, Financial Chronicle, Hindu Business Line - 20th April, 2011
Media placement: Press Releases - Hindustan, Amar Ujala, Punjab Kesari, Prabhat Khabor - 20th April, 2011

Describe the campaign/entry
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.

Describe how the campaign/entry was launched across each channel in the order of implementation
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.

Give some idea of how successful this campaign/entry was with both client and consumer
Within four days of the event the Facebook page of Soles with Souls had more than 40,000 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 tyre merchandise and opening scrap tyre collection stations throughout the country. Exhibitions and auctions will be organized. The government has decided to announce a 30-40% subsidiary on footwear made out of recycled tyres. Moreover, making footwear out of scrap tyres will soon be on the curriculum of FDDI.