Biker club ropes in Milestone Dentsu for #FlagsOfChange campaign
The campaign by RocknRoll Riders aims to address the issue of increasing pollution in Leh-Ladakh
Published - May 19, 2019 6:00 PM Updated: May 19, 2019 6:00 PM
RocknRoll Riders, one of Delhi’s leading biker clubs, has joined hands with Milestone Dentsu to launch their new campaign #FlagsOfChange.
With a twist to the age-old Buddhist Prayer flags, the campaign aims to address the issue of increasing pollution in Leh-Ladakh.
Commenting on the new campaign, Dhananjay Tewari, Founder, RocknRoll Riders said, “From June to October, every day thousands of vehicles enter the region. The serene region is suddenly exposed to harmful pollutants as the vehicles make their way in. Plus there are commercial vehicles, running on diesel, that add to the smoke. We have been visiting Ladakh every year, and for us, the change was quite apparent.”
Talking about the concept, Ujjwal Anand, Country Head, Milestone Dentsu said, “Since the problem was about Ladakh, we thought the solution should also come from there. And the first thing that came to our mind, was the colourful Buddhist flags that flutter in the wind to spread blessings. We thought of using these iconic flags to create a meaningful difference in the region.”
Giving a smart twist to the traditional Buddhist prayer flags, the team turned them into handy air purifiers that could help filter polluted air.
“Thanks to the recent innovations in the FMCG sector, we are no stranger to the cleansing properties of activated carbon. So why not use the same to filter polluted air? Using activated carbon cloth, we created the Flags of Change that could spread prayers, as well as pure air,” said Mayank Khattar, NCD, Milestone Dentsu.
“We know that these small handful flags won’t make much difference today. And that’s why, we want more and more people to put up these flags in their homes, hotels, vehicles and everywhere possible. With millions of such Flags of Change fluttering in the region, it might give Ladakh the breath of fresh air it deserves,” Dhananjay said.
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