FUJI BIKES - Save The Mountains
An activity to Save The Mountains...
AAAI Goafest - 2 Nominations
The Brief:
To begin with we built a temple to save a mountain. The belief was that this will prevent industries from digging it up either for soil or build any other structures because nobody in India would dare destroy a place of worship. We also believed that this building of the temple would draw the attention of society at large towards this cause. It was an activation which was done for Fuji Bikes which has a range of mountain bikes and more importantly a philosophy to overcome obstacles. So what we have done here is an activation which we hope will become a movement to save the mountains.
The strategy was to build a temple on top of the mountain. Because in India nobody would ever do any harm to a place of worship. It would deter industries from destroying mountains for their own gain. It would also save the deities who the villagers worship on top of the mountain. And this was also an initiative that was appropriate for Fuji Bikes that has an extensive mountain biking range to be involved in.
The Execution:
Our campaign kicked off in Hausachi Wadi, on the outskirts of Mumbai. The villagers here worshipped the mountain because their gods lived there. The cause gained momentum as mountain bikers along with brand Fuji Bikes joined the cause to save the mountains. A temple was built on top of the mountains. Exactly at the spot where their god was located. This entire activity of galvanizing the villagers and the resources to build the temple took a month. On an auspicious day the temple was inaugurated by a little village girl. Mountain bikers helped the cause physically in relaying bricks and other material up the mountain. They also helped draw attention to this cause. In fact, this campaign will go on because we have more mountains to save and more temples to build.
The Result:
One mountain saved. This story became editorial content. The campaign was featured in the local media. Spreading the message better than any ad campaign could have. Other villagers have begun to approach us to see if the mountains in their neighbourhood could be saved. After all, the Gods they worship are up in the mountains. They wouldn't want to lose their Gods to industry. And we wouldn't want to lose any more mountains.
Behind scene...
