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Campaign: Soles with Souls

Client: JK Tyre WPP company: Contract Advertising, Gurgaon

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With more and more cars hitting the roads in India every day, the number of discarded scrap tyres has shot up to 88 million. An alarming 80% of these tyres are not disposed of properly, potentially damaging the environment. 


Leading Indian tyre manufacturer JK Tyre wanted to make a difference and raise its profile as a responsible business. Rather than appealing to people’s conscience to encourage recycling, they wanted to engage people by showing the creative and commercial potential of recycled materials. 


Contract Advertising Gurgaon came up with the concept of ‘Soles with Souls’, an initiative to reuse scrap tyres as couture footwear and accessories. It helped JK Tyre partner with the Footwear Design & Development Institute (FDDI), Asia’s leading footwear college. One hundred promising students were selected to participate in a week-long workshop and the best designs were chosen and showcased in a unique fashion show on 19 April, Earth Day.


The event was widely covered in national daily newspapers, radio stations and news channels, achieving media coverage worth approximately $600,000. Within a few days of launch, the campaign’s Facebook page had over 60,000 views and there were hundreds of posts on YouTube, Twitter and blogs. The campaign won a Bronze award at the London International Awards 2011, a Gold award at Spikes Asia 2011, two shortlists at the Cannes Lions 2011 and two Silvers at the IAA Olive Crown Award. 


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