MUMBAI: To address the issue of increasing pollution in Leh-Ladakh, RocknRoll Riders, one of Delhi’s leading biker clubs, has joined hands with Milestone Dentsu to launch its new campaign #FlagsOfChange, a simple yet fresh twist to the age-old Buddhist Prayer flags.
The region of Leh-Ladakh has witnessed an exponential surge in the volume of tourists in recent years, leading to a rise in pollution levels and endless traffic jams. Despite measures by the Green Tribunal, thousands of vehicles still enter the region with valid permits. With more and more vehicles pouring in during season time, the delicate ecosystem of the region is at high risk.
Commenting on the new campaign, RocknRoll Riders founder Dhananjay Tewari 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 apparent.”
The challenge, however, was to find a solution that would have its effect over such an expansive landscape.
Talking about the concept, Milestone Dentsu country head Ujjwal Anand 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 Milestone Dentsu NCD Mayank Khattar.
The brand has also made the design an open source to boost its usage among fellow biker groups and tourists in general.
“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 Tewari.
