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. 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, the southern tip of India to Khardung La Pass, elevated 5,359 m and the extreme ends of India.
The mission?
Raise awareness and money for the education of the girl child. Children with primary education had a 50% lesser infant mortality rate. And thus, The journey becomes a living testimony in itself to overcoming difficulties along the way, inspiring kids to never give up. From naming to branding the campaign and accessories, to document the entire journey for release on social media.
The result
These campaigns attracted and inspired thousands of people and raised close to INR. 4.3 million. Giving 1500 girl children a better chance at a brighter future. And one bamboo bicycle proven strong—on the road and in hearts.
