The NEW CategoryEntrant:
JK Tyre "Soles With Souls"
Credits 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.