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The Red Ramp Project- Phase 2, Concept and Creative by Soho Square Mumbai

MediaInfoline September 12, 2017

Statistically, 1 out of every 3 blind individuals in the world is in India. Yet, little has been done to make the country more accessible to the visually impaired. H & R Johnson, India’s leading integrated lifestyle solution company, has made an effort to start a conversation about the same through the second phase of their CSR initiative, the Red Ramp Project.

Research shows that the simple act of laying tactiles in public spaces can go a long way in helping the blind navigate independently. These unique non-fade, non-slip tactiles with distinctive surface patterns are detectible underfoot or by a long cane. These surface indicators provide cues to assist visually impaired people of their approach to streets and hazardous drop-offs.

H & R Johnson started manufacturing tactiles on realising that there is a clear purpose for these tiles as they can go a long way in giving back to the society.

While globally, tactiles are used in walkways, footpaths and railway stations to help the visually challenged navigate easily and safely, India has yet to use them extensively in public spaces.

And this is where magic happened. A cause found a product. In keeping with the company spirit of making India accessible for the differently abled, H & R Johnson in collaboration with Soho Square created the second phase of the Red Ramp Project. This recent initiative captures a blind man’s struggle and subsequent victory with the help of tactiles.

Speaking of the second phase of the initiative, Anuraag Khandelwal, ECD and Creative Head, Soho Square (Mumbai): We always knew that the Red Ramp Project couldn’t be a one-off initiative. We had to follow through. And that’s when tactiles came into the picture. After months of research and meetings with the visually-impaired, we realised that for some, even a fifty-metre journey is akin to climbing a mountain. And that became the driving force behind the current initiative. It’s not their disability that stops them, but the lack of appropriate infrastructure that can allow them to live their daily lives independently.

Link to the Film:


Production House: Escaping Elephant 

Director  – Vibhu Puri

Producer – Dileep Nair

Advertising Agency: Soho Square Advertising & Marketing Communications Pvt. Ltd.

Head of Office: SamratBedi

Creative Team:

AnuraagKhandelwal – Executive Creative Director and Creative Head

Ankur Jain – Creative Director

Sanjay Ujawane – Creative Director

Tiyasha Ray – Creative Controller

Account Management Team:

Mohit Ahuja – Senior Vice President

ArkinDiniz – Account Director

Nisha Dias – Account Supervisor

Production House: Escaping Elephant


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