iWorld
Turtle launches social campaign #idroppedmyclothes
MUMBAI: Turtle, a lifestyle brand has made swift strides in becoming a popular menswear brand in India. And in the process, the corporate has continuously strived to match the attributes of a turtle which has a tough outlook but soft and sensitive inside; lives long; never forgets its roots; can survive on land and in water and highly depends on its natural surroundings and its ecological system.
Hence apart from making the finest apparel, it has relentlessly endeavored to explore avenues to conserve nature and serve its surrounding in a collective effort. Taking this a step ahead, Turtle today initiated a social movement – #IDroppedMyClothes – a nationwide movement for the betterment of underprivileged community.
The campaign makes an appeal to all individual’s in association with Goonj to be socially responsible by donating their clothes at any of the Turtle stores across the country. Also, they can help this initiative become a nationwide movement by posting their donation with a picture or video on the social media with (hashtag) #idroppedmyclothes and nominating their friends/family to do the same.
According to Turtle director Shitanshu Jhunjhunwalla “The format of this campaign is such that the noble cause of donating clothes to underprivileged can also be a fun activity for people. I would request everyone to be a part of this. Every person who donates will be eligible for free points added to their membership card which can be redeemed on their purchase.”
At the end of the campaign all the collected clothes will be donated to underprivileged across the country through Goonj which is a non-governmental organization working in 21 states across India in disaster relief, humanitarian aid and community development.
Turtle has been engaging in various efforts to support similar social causes through their CSR campaigns. They are actively involved in the conservation of endangered species of turtles across India for many years and recently entered into a partnership with TSA to support the conservation of freshwater turtles around the world to help shape a better, more sustainable community under its CSR philosophy. Turtle’s strong belief in ‘Earth’ and the preservation of the environment has fuelled many such initiatives, one of which is promoting the hand-spun and hand-woven, eco-friendly Khadi fabric with its premium and Limited Edition Khadi collection that would benefit the weavers and their families.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
