MAM
Wunderman Thompson and Turtle weave peace with ‘THE LYNCHING’ on Durga Puja – Powerful Puja Film
MUMBAI: India, the land of a thousand gods and goddesses is facing a devil of its own. Fuelled by rumours, borne of intolerance and spread on social media, incidents of hate crimes across the country are on the rise. And a mere mobile phone in one’s hand has now become the most dreadful weapon of destruction. Leading to hundreds of innocent people falling victim and losing their lives to these mindless cases of ‘mob lynching’ over the last few years.
Turtle, one of India’s most progressive fashion brands partnered with Wunderman Thompson to raise awareness around this menacing social evil looming large in the country. For this, the agency chose the perfect platform – social media, where such issues thrive and are spread to create havoc. And the ideal occasion – Durga Puja, the country’s most celebrated religious festival was picked to release the film. And then, on Mahalaya, the auspicious day that marks the arrival of Goddess Durga, the Goddess of Power, this intriguing film was launched.
Needing around 3 months of painstaking animation, every frame of this 2min 17sec film is a bed of fabric with photo-realistic textures and patterns. Animated meticulously and layered with a goose-bumping soundtrack this film builds a dystopian, avant-garde world of evil with a noir feel. The essence of the message is delivered in a way never seen before and the threads of peace and harmony is woven in the hearts of every viewer.
Taking about this film, Senthil Kumar, Chief Creative Officer, Wunderman Thompson said, “THE LYNCHING : A film that celebrates the arrival of the Goddess with a powerful message for the nation. If art can move people this one will give you the shivers. An Ode to Keep the Faith that threads us together as One. It’s a human story that will be shared by millions and surely the most relevant film this festive season. 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.”
The Creative Team is led by the Executive Creative Director of WT Kolkata Arjun Mukherjee who has also Directed this film and the amazing art and Illustration is by Saptarshi Dey, Music by Prabuddha Banerjee. Dipthanshu Roy Anurag Aneek Soumya and Team in the Kolkata office Wunderman Thompson South Asia.
‘The Lynching’, created by Wunderman Thompson for Turtle, was released in September 2019 on the occasion of Durga Puja.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
