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Bronze Winner

The NEW Category
Entrant: Contract Advertising, Gurgaon
JK Tyre
"Soles With Souls"
Media Type: Live Events, Social Network Communities
Corporate Name of Client: J.K. Tyre & Industries
Client Account Director: Ajoy Shah
Agency Account Director: Kuntal Sen
Agency: Contract Advertising, Gurgaon
Chief Creative Officer: Ravi Deshpande
Executive Creative Director: Nima Namchu
Creative Directors: Sachin Talwalkar/Uddalak Gupta
Associate Creative Directors: Nitesh Sah/Sindhu M.S.
Copywriters: Sindhu M.S./Archana Ravi
Art Director: Nitesh Sah
Photographer: Piyush Gupta
Directors: Harry Bal/Sakshi Grover
Event Managers: Accelerated Ideas

Basic description of the project:
A rising number of scrap tyres prompted JK Tyre & Industries Limited to seek a solution with a degree of difference.

The Solution: Convert the unwanted to the desired. A workshop was conducted to turn abandoned tyres into footwear and accessories, with the country’s youth as partners. Hundreds of students of the Footwear Design & Development Institute participated. Months of hard work resulted in Soles with Souls, a one-of-its-kind Fashion Show & Press Event.

The Result: More than 60,000 Facebook views in a few days Media coverage worth Rs. 30,000,000. Scrap tyre footwear merchandise 30-40% subsidy on scrap tyre footwear.

LIA 2011©

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