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13-May-2015

Turtle Limited, one of the country's finest men's lifestyle brands, launched #SAVELITTLESHELLY campaign to support its on-going efforts to conserve the endangered species of Turtles. This year, Turtle Limited has taken the campaign to a new height by not just celebrating the day, but the entire month announcing World Turtle Month Initiative and introducing little Shelly, the animated character through their newly launched #SAVELITTLESHELLY campaign.

#SAVELITTLESHELLY is launched as a hashtag in the 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 2 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 donating. Every new stage of the film was released only after a certain amount of donation was gathered at the end of the previous stage.  Curious viewers, eager to see Shelly's journey, and gradually four stages of the film made it to the YouTube Finally, on World Turtle Day, people were able to see the entire film and take pride in helping Shelly find her way and live on.

Speaking on this campaign, Arjun Mukherjee, creative art director, JWT, said "The entire idea was to raise awareness of the plight of the Turtles who are facing extinction in an interesting an engaging manner. So we wanted to give the people at large a hands on opportunity to save a turtle. The month long initiative saw the creation of a cute virtual turtle who 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".

World Turtle Day, which is on May 23 is dedicated to the salvation of these marvellous creatures who have inhabited this planet for the last 200 million years. As they play a very crucial role in maintaining the ecological balance, we need to nurture them since the time the eggs are hatched till the turtles find their way to the sea.

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.

The campaign shows how a simple idea can spread through word of mouth and create maximum impact. Shelly, an imaginary baby turtle can save the lives of millions of her kind who actually need help.

About the initiative, Shitanshu Jhunjhunwala Director, Turtle Limited 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."

The 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 400 cities across India with over 96 exclusive Turtle and London Bridge stores. Turtle merchandise is available in over 1200 multi-brand outlets and in over 175 large format retail stores including, Shoppers Stop, Pantaloons, Brand Factory, Reliance Trends and Central.

Turtle products are also available on www.turtleonline.in, Jabong.com, Flipkart.com, Myntra, HomeShop18.com, Amazon.com and other leading e-shopping sites. Turtle is also among the few brands from India with a foothold in the overseas market such as Dubai, Bahrain, Muscat, Jeddah, Saudi Arabia, and Kuwait.

With revenues of above Rs.160 crore, Turtle is targeting to continue growing at a CAGR of over 30% in the next few years. New products launch such as the Limited Edition KHADI - Silk collection and men's eye-wear range have made Turtle a holistic men's lifestyle brand.

Engaged in the conservation and protection of turtles in India for many years, Turtle has recently entered into a partnership with Turtle Survival Alliance (TSA) an international organization working towards conservation of endangered species of turtles in multiple countries across the globe. 

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