Rather than making the issue an appeal for conscience, we decided to make recycling appealing.

The idea was to convert what was unwanted to the most desired. Tyres, till now abandoned, were to become couture footwear and accessories.

And who would partner us in this project? Well, famed fashion houses and designers weren’t our obvious choice. We saw the youth of the country as our partners and spokespersons.

We teamed up with the Footwear Design & Development Institute (FDDI) and 100 promising students were selected to participate in a week-long workshop. Months of hard work turned discarded tyres into hi-fashion footwear and accessories. On April 19, Soles with Souls, a one-of-its-kind Fashion Show & Press Event, unfolded in New Delhi.

In India, scrap tyres - a little known environmental threat - is becoming graver by the day, thanks to a booming automobile industry.In the wake of global warming and a depleting ozone layer, the matter calls for immediate attention.JK Tyre, as a responsible corporate, wanted to look for a solution with a degree of difference. Recycling being the obvious answer, we wanted to go a step ahead. And make recycling appeal to everyone - both opinion leaders and laymen.

Within three days of the event the Facebook page of Soles with Souls had more than 29,000 views.People were flocking to Facebook, Youtube, Twitter and blogs. The event was reported in 24 reputed dailies and 5 leading news channels fetching a PR worth Rs. 3,000,0000/-. Also a reassuring 2034 email enquiries were received. JK Tyre has plans to open retailing merchandise as well as organize exhibitions and auctions showcasing these recycled products. Scrap tyre collection stations will be opened at all main outlets of JK Tyre. The government is soon to announce a 30-40% subsidiary on footwear made out of recycled tyres. Moreover, making footwear out of scrap tyres will soon be on the curriculum of FDDI.

As we wanted a solution that wasn't a worn-out recycling appeal but made recycling appealing, turning scrap tyres into couture footwear and accessories was the right way to go. And a fashion show was the medium to showcase these lifestyle products. To generate awareness of this campaign we placed online banners on Facebook.