By: M4G Bureau
Last updated : May 17, 2019 11:38 am
Delhi’s biker club RocknRoll Riders with Milestone Dentsu launch a campaign ‘#FlagsOfChange’ to purify air in Leh Ladakh
Commenting on the new campaign, Dhananjay Tewari, Founder, RocknRoll Riders said, “From June to October, everyday 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
The challenge, however, was to find a solution that would have its effect over such an expansive landscape.
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
“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,” said Dhananjay.The brand has also made the design an open source to boost its usage among fellow biker groups and tourists in general.