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.
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.