JWT and Turtle support Khadi weavers in print campaign for India’s 69th Independence Day using a single strand of hand-spun thread

Hand spun and hand woven, Khadi was referred to, by Mahatma Gandhi as the ‘livery of freedom’. It is a cloth that celebrates the true spirit and struggle of the Indian freedom movement.

Turtle, a leading fashion brand has been supporting the cause of Khadi weavers in India by adopting their villages and sourcing material from them. Which is why, on the occasion of India’s 69th Independence Day, Turtle via JWT India decided to pay tribute to the Khadi artisans of India by releasing this campaign that depicts significant moments of India’s freedom from struggle, with the art being co-created painstakingly with the Khadi weavers using a single strand of hand-spun thread.

Credits – National Creative Director: Senthil Kumar. Senior Creative Director: Arjun Mukherjee. Creative Director: Sarasij Dasgupta. Art Director: Jatishankar Bhowmik. Copywriter: Anurag Acharya. Business Director: Ayan Chakraborty. Retoucher: Shyamal Mitra. Photographer: Ashish Saha. Illustrator: Gour Debnath. Account Executive: Urmi Roy.