Turtle Limited celebrates Motherhood

by Shrutee K/DNS

Turtle Limited, one of India’s leading men’s lifestyle brands, has created a YouTube video to celebrate Mother’s Day which breaks through the clutter. The film very subtly pays tribute to motherhood by showing a man who readily took up the challenge of carrying an average weight of a baby in stage of pregnancy around his belly for 9 days but surrenders after a week, confessing his discomfort while carrying.

The video has been unique as it delivers the value of motherhood through a hard-hitting technique. The protagonist in this video, has taken up the challenge to experience the last phase of motherhood for 9 days only. He was given an artificial belly weighing an average baby weight to carry with him until he completes his challenge. On day 1, the man could easily pull off the challenge and seemed relaxed and happy. On day 2, 3 & 4, the man faced little difficulties in terms of carrying out his daily chores. On day 5, 6 & 7 the man understood the difficulties and pain that a would-be mother undergoes. It was not only extremely difficult for him but it was physically challenging for him as he found it hard to breath and even could not get a restful sleep.  The protagonist could not sustain the weight on his body anymore and ultimately surrendered on day 7 of the challenge period. In today’s digital age where people are more worried about the external pomp and show, Turtle aims to highlight the inner substance and emotion in a man’s life inspired by a mother’s journey.

The core idea behind creating this video is to portray the journey a woman carrying her child for 9 months. A mother prepares herself for the challenge of motherhood without any complaints gifted by Mother Nature. This feeling is something that no one can fathom. Only a true mother’s love enables her to overcome these challenges while carrying her baby.

Commenting on the concept, Mr. Sanjay Jhunjhunwala, Managing Director, Turtle Limited said, “It’s time a brand that sets style trends among men, sets them on a journey of self-realization. And what better way to do that than by reminding a son on Mother’s Day, the true weight of motherhood.”

About Turtle Limited:One of India’s leading men’s lifestyle brand, Turtle has carved a niche for itself providing formidable value and international style across a range of menswear apparel and accessories. Today, Turtle Limited has made its presence felt in more than 400 cities across India with over 100 exclusive Turtle and London Bridge stores. Turtle merchandise is available in over 1000 multi-brand outlets and in over 250 large format retail stores (including Shoppers Stop, Pantaloons, Brand Factory, Reliance Trends and Central). Turtle products are now also available online at www.turtleonline.in. Engaged in the conservation and protection of turtles in India for many years, Turtle has recently entered into a partnership with TSA (Turtle Survival Alliance) – an international organization working towards conservation of endangered species of turtles in multiple countries across the globe. Turtle Limited, founded in 1993, is a privately held company and employs over 1000 people across India. For more details, visit: www.turtlelimited.com

The film can be viewed here:


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