Turtle creates anti-lynching campaign this Durga Puja

By

Isabelle Crossley

Published
Oct 1, 2019

Menswear brand Turtle has teamed up with Wunderman Thompson to launch an anti-lynching campaign this Durga Puja.

As a protest against mob-violence incited by messages sent by phone and over social media, Turtle has launched a short film titled “The Lynching” with the advertising agency Wunderman Thompson to ask viewers to have a peaceful festive season. The brand launched the film on its social media, including Facebook, and hopes that the message will encourage people to think before following violence-inciting messages on social media.   

The animation begins with a grey colour palette as abstract figures gather around a victim. Another perpetrator is called to join the mob by a message sent via phone, who then arrives at the scene with a weapon, appearing to be about to murder the victim. The two turn to a statue of the Goddess Durga, and fit the weapon into her hand, the screen turns to full colour, and a crowd celebrate. The message “True faith doesn’t lynch, it weaves us together,” appears on screen at the end of the animation, wishing the viewers “Happy Pujas”.

“The Lynching is a human story that will be shared by millions and surely the most relevant film this festive season,” Wunderman Thompson’s chief creative officer Senthil Kumar said about the campaign, as reported by The Drum. "We are thankful to a brave client - Turtle for bringing this masterpiece to life on the auspicious day of Mahalaya, when the medium is the message.”

Turtle was founded as a menswear brand in 1993 in Kolkata and its head office is located in Howrah, West Bengal. The brand retails from its dedicated e-commerce store and brick-and-mortar stores across India.