Turtle shows its conscience

Bates CHI creates a print and OOH campaign 'Dressed to Save' to unveil the new Turtle

Spring Summer collection

BestMediaInfo Bureau | Delhi | March 14, 2014

Bates CHI & Partners has created a new campaign for Turtle, a menswear lifestyle brand. Turtle recently launched its new collection reflecting the theme 'Dressed to Save'. The latest Spring Summer 2014 collection revolves around the colours of the season, generating deep and vibrant echoes and has a Limited Edition range of hand-spun and hand-woven khadi shirts.

With the recent launch of its footwear, headgear and eyewear range, Turtle has become a complete 'head-to-toe' menswear brand. The price range for the collection starts at Rs 1,095 for shirts, Rs 1,395 for trousers, Rs 1,595 for denims and Rs 695 onwards for T-shirts.

The nationwide print and OOH campaign commenced on February 9, 2014 and will run till early July.

Shitanshu Jhunjhunwalla, Director, Turtle, said, “Turtle constantly strives to improve its products and keeps adding innovative styling and design elements that are in sync with the global fashion trends. Today's man does not want to conform to existing codes, wants to express himself and strives to be different. We have combined this with his eco-friendly core to exemplify a cause, and the 'Dressed to Save' campaign is a celebration of this spirit.”

Turtle has positioned itself as a 'brand with a conscience', living up to the belief that brands must have a purpose while wowing customers with their apparels and accessories. Turtle partners with the 'Turtle Survival Alliance', a global NGO, for the conservation and protection of Olive Ridley turtles in India. Besides this, it runs a rehabilitation programme for khadi weavers across different parts of the country. It launched a range of khadi clothes in styles and designs that pleasantly challenges traditional expectations from khadi clothes.

Sagar Mahabaleshwarkar, National Creative Director, Bates CHI & Partners, said, “The humanitarian theme of 'Dressed to Save' eulogises the 'Turtle Man' and further underscores the brand ethos. The 'Turtle Man' is one who doesn't hesitate to express his solidarity with environmental conservation or simply caring for another species. In doing so, he would go to extraordinary lengths. Even if it means his favourite shirt gets sullied or torn in the process.”

Credits:

Agency: Bates CHI & Partners

National Creative Director: Sagar Mahabaleshwarkar

Creative Team: Suraj Vasanthan, Mukund Sharma, Devesh Desai, Chondamma Cariappa

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