Ad Campaigns
Turtle unveils digital ad campaign to save endangered species
MUMBAI: As a part of their initiative to save the endangered turtles species, men’s lifestyle brand Turtle Limited, has launched a campaign called #SaveLittleShelly.
The film opens up with an interesting animated character of little Shelly in a four part digital campaign. An initiative during the World Turtle Month, the #SaveLittleShelly is an extended campaign to the company’s campaign last year.
#SaveLittleShelly is launched as a hashtag on social media as the story of Shelly, a baby turtle with a cute shell, making her journey from the nest to the sea, braving all dangers that come in the way. A unique animated social initiative, it is a two minute YouTube film broken down into four stages. At the end of each stage, viewers are asked to help Shelly complete the next leg of her journey by likes. Every new stage of the film was released only after a certain number of likes at the end of the previous stage. Gradually four stages of the film made it to YouTube. Finally, on World Turtle Day, people were able to see the entire film.
Speaking on this campaign, JWT creative art director Arjun Mukherjee said, “The entire idea was to raise awareness of the plight of the turtles, who are facing extinction, in an interesting and engaging manner. So we wanted to give people, hands on opportunity to save a turtle. The month long initiative saw the creation of a cute virtual turtle that can move a step forward towards survival only when one donates. While the actual donations went towards the conservation of turtles and their environment, thousands of people logged in everyday to watch the journey of Shelly the Turtle and helped spread the word.”
Celebrated on 23 May, 2015, World Turtle Day is dedicated to the salvation of these marvellous creatures that have inhabited this planet for the last 200 million years. To build buzz around #SaveLittleShelly campaign, the social media was flooded with interesting posts, ads and every Turtle shop in the country was speckled with posters that talked about the drive and the cause. Store merchandise were designed around Shelly and distributed to customers, who spread the word and drove the initiative both on social media platform and the personal front.
Commenting on this initiative, Turtle director Shitanshu Jhunjhunwala said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a month long campaign instead of celebrating a single day to raise awareness to save turtles.”
With a 360 degree engaging campaign from a small message to a big-hearted donation drive, this campaign shows a simple idea can spread through word of mouth and create maximum impact.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
