Since its inception in 1897, Godrej has come a long way in product innovations. But now, it was time for their product innovation to go a long way. Enter Godrej Bambusa – The Bamboo bicycle. The eco friendly transport just got more eco-friendly. But it was soon destined to be a product that’s not just good for the environment, but for everyone around as well.
The campaign Cyclists for Change was conceptualised. In partnership with FuelADream and NGO IIMPACT two cyclists set forth on a journey 4400 KM long, i.e., from Kanyakumari to Khardung La Pass, the extremes ends of India. All the while spreading goodness everywhere the cycle tread.
Raise awareness and money for the education of the girl child. Children with primary education had 50% lesser infant mortality rate. And thus, the journey become a living testimony in itself to overcoming difficulties along the way, inspiring kids to never give up. And we were a part of the entire journey. From naming to branding the campaign and accessories, to documenting the entire journey for release on social media. The campaign raised close to 50 lakhs. Giving 1500 girl children a better chance at a brighter future. Here’s one for road.
“The passion, energy and meticulous planning
with which the team ftw handled the complex
communication project for this social cause led
extensive on-ground activity stretching across
the country, was outstanding. The work, especially
on the films delivered for the project, was highly
effective and helped us immensely to reach
the project milestones. The art direction deserves
a special mention."
- Suruchi Trivedi
Corporate Brand Management & Marketing Communications Godrej & Boyce Mfg. Co, Ltd