The Timberland Launch was held on the night of 25th September at the Timberland Store in the Ambience Mall, Vasant Kunj, New Delhi. Their Unsung Heroes campaign was launched at this event by John Abraham. Their press release states, “To mark their official entry into the country, Timberland launches UNSUNG HEROS – NOT STARRING JOHN ABRAHAM. A long-term visionary project that shall identify and celebrate all those who truly contribute to nature, behind the scenes. In the words of John Abraham who shall play the role of presenting these people to the world, “They are the real heroes, but they are not actors”. Renowned documentary film maker Mike Pandey is also closely associated with the project.”

Photographs of people, the store and event follow. With approximately 60 photographs, and a lot of jostling with the rest of the news teams that were present, this was my first “got-pushed-around” photo op with a Bollywood actor present at the scene.

Lovely ladies managing the guests and the invitees at the Timberland store. The number of bouncers / security guards was surprising but they were there for good reason. Indians are *nuts about Bollywood celebrities.

It is a small store and yet manages a large variety of jackets, t-shirts, shoes, caps, etc. I quite liked the way the interiors were done with scraps of wood.
The event signage was also simple and eye-catching – the Timberland logo had been utilized quite well.

Soft drinks with lots of ice to help beat the heat that’s back in New Delhi.
The mirror & storage area behind the billing counter.

Blogger and photog @paavani also present at the event. Unfortunately did not get to spend time with her – especially after John Abraham made an entrance. Too much jostling.

The Unsung Heroes Trophies presented later on to the guests who had been invited for this event.

On the left : Swami Prem Parivartan aka Peepal Baba who has planted thousands of Peepal trees and is a real-life hero for reforestation. On the right : Fateh Singh Rathore – Vice President, Tiger Watch and a real-life hero for wildlife conservation.

Poonam Kasturi, who calls herself Compost Wali, has just arrived on the scene. She is the founder of the company called “Daily Dump”.

John Abraham arrives, fashionably late, and the media frenzy begins.

Inside and all set to start the event along with renowned documentary film maker Mike Pandey is also closely associated with the project – in green shirt and Darshan Mehta, President and CEO, Reliance Brands Ltd.

Renowned documentary film maker Mike Pandey.

Poonam Kasturi

Dharmendra Khandal – Field Biologist, working on the Tiger Watch.

John put on new Timberland shoes on the feet of all the invited Unsung Heroes.
M.Yoganathan- Bus Conductor & Environmentalist.

Darshan Mehta, President and CEO, Reliance Brands Ltd.

Dharmendra Khandal was the only one who insisted John put the shoes on his hands instead of his feet. They hugged afterwards.

Blogger @clintonjeff with John Abraham’s autographed pledge card of the event.

The lovely trophies / mementos were handed out.

I just *adore the media kits that Timberland had arranged for! A real plant! It sits pretty on my work table right now.

The cute little pouch inside the box had a lovely little 2 GB USB drive with the press kit and details of the Unsung Heroes and the event as well as company details.

Thanks to Hemadri for the press kit so that, for once, I knew who was in the pictures. Now if only I could thank her personally.

You can find Timberland on Twitter : @timberlandin and on Facebook here : Once again, much love to @priyal for making this possible.


Other footwear related stories on