Weekend Watch: Milestone Dentsu flies the flags of change at Ladakh

Watch the idea conceptualised by Milestone Dentsu here

May 16, 2019 10:05:00 AM | Video | Campaign India Team

To address the issue of increasing pollution in Leh-Ladakh, Milestone Dentsu has joined hands with RocknRoll Riders, one of Delhi’s leading biker clubs, to launch their 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 during season time and the delicate ecosystem of the region is at high risk.
The challenge, however, was to find a solution that would have its effect over such an expansive landscape.
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.”
The idea turns the Buddhist prayer flags 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.
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 Dhananjay Tewari, founder, RocknRoll Riders.