JWT Kolkata and Turtle Fashion capture pictures of freedom through string art canvases

Mahatma Gandhi.jpgKhadi, the greatest symbol of defiance in India's freedom movement was born from a handicraft that was hand-woven and hand-spun by villagers across the country. On India's 70th Independence Day, Turtle, the fashion brand with a conscience which has a Khadi line of fashionable menswear pays tribute to the thread that strung together India's freedom. These three 8ftX5ft string art canvases created by JWT Kolkata beautifully capture an iconic picture of freedom connected by nearly 9000 nails holding together over 20 kms of hand-spun thread. These canvases were exhibited in major shopping malls across India and have become permanent displays in Turtle stores.
Mahatma Gandhi (above): It portrays the 'father of the nation' spinning the charkha and setting in motion a movement that inspired millions to fight and free the country from British rule.

Weaver's Village (below top): It portrays the almost lost process of making Khadi, right from the scenic cotton plantations to the weaving looms where this fabric is created before being passed on to fashion designers.

Independence Day (below bottom): It captures the reverie of freedom that spreads across the country on the 15th of August, with children proudly fluttering the Indian flag which is always made of Khadi.

Credits - Chief Creative Officer: Senthil Kumar. Executive Creative Director: Arjun Mukherjee.
Creative Directors: Diptanshu Roy, Sarasij Dasgupta. Art Director: Jatishankar Bhowmik. Copywriter: Anurag Acharya. Illustrator: Jatishankar Bhowmick. Business Director: Ayan Chakraborty. Editor: Pallab Gayen. Account Executive: Urmi Roy. String Artist: Jatishankar Bhowmik.

Weavers Village.jpgIndependence Day.jpg

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.