Interface/FCB Ulka Mumbai and Fuji Bikes help save the mountains by building temples

Fuji.jpgInterface/FCB Ulka Mumbai has built a temple to save a mountain.

The belief in the concept is that this will prevent expanding industries from digging up the mountain either for soil or to build any other structures because nobody in India would dare destroy a place of worship.

Interface/FCB Ulka also believed that the building of a temple would draw the attention of society at large towards this cause. It was an activation which was done for Fuji Bikes which has a range of mountain bikes and more importantly a philosophy to overcome obstacles. This is an activation which they hope will become a movement to save mountains in India that are giving way to expanding industries.

Save the Mountains 1.jpgSave the Mountains 2.jpgThe campaign kicked off in Hausachi Wadi, on the outskirts of Mumbai. The villagers here worshipped the mountain because their gods lived there. The cause gained momentum as mountain bikers along with brand Fuji Bikes joined the cause to save the mountains. A temple was built on top of the mountains. Exactly at the spot where their god was located. This entire activity of galvanizing the villagers and the resources to build the temple took a month. On an auspicious day the temple was inaugurated by a little village girl. Mountain bikers helped the cause physically in relaying bricks and other material up the mountain. They also helped draw attention to this cause. In fact, this campaign will go on because there are more mountains to save and more temples to build.

As a result of this campaign one mountain was saved. This story became editorial content and was featured in the local media, thus spreading the message better than any ad campaign could have.

Other villagers have begun to approach Interface/FCB Ulka, Mumbai to see if the mountains in their neighbourhood could also be saved. After all, the Gods they worship are up in the mountains. They wouldn't want to lose their Gods to industry.

Credits -
Chief Creative Officer: Robby Mathew
Group Creative Director: Sridhar Rajagopalan
Senior Creative Director: Manish Ajgaonkar
Creative Supervisors: Pankaj Gharde, Sanjog Karulkar
Senior Copywriter: Nitin Menon
Director: Suraj Wanvari
Producer: Pria Mundra

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