| Title | THE LYNCHING |
| Brand | TURTLE LIMITED |
| Product / Service | TURTLE |
| Category | D01. Social Video |
| Entrant | WUNDERMAN THOMPSON Kolkata, INDIA |
| Idea Creation | WUNDERMAN THOMPSON Kolkata, INDIA |
| Name | Company | Position |
|---|---|---|
| Senthil Kumar | Wunderman Thompson India | Chief Creative Officer |
| Arjun Mukherjee | Wunderman Thompson Kolkata | VP & ECD |
| Saptarshi Dey | Wunderman Thompson Kolkata | Art Director |
| Anurag Acharya | Wunderman Thompson Kolkata | Creative Director |
| Aneek Ray | Wunderman Thompson Kolkata | Art Director |
| Prabuddha Banerjee | Independent | Music Director |
| Diptanshu Roy | Wunderman Thompson Kolkata | Senior Creative Director |
SITUATION. BRIEF. OBJECTIVE India, the world’s largest democracy was slowly turning into a hotbed of hate crimes. Over the last few years the beautiful co-existence of this country’s multiple castes and cultures was being torn apart by the evil of mob lynching. Fuelled by eating habits, casteism, religion and fake news spread through a mobile phone in every hand, hundreds have lost their lives. The objective was to remind the country that its true fabric has always been weaved by peace. And the challenge was to reach out to every Indian across all walks of life with this message of harmony.
TARGET AUDIENCE. RELEVANCE TO PLATFORM. APPROACH To end the evil of mob lynching, Turtle came up with ‘The Lynching’, a film, during Durga Puja, India’s biggest religious festival where millions pray to Goddess Durga to slay all evil. And to spread this message of peace and harmony, we chose Social Media and WhatsApp as the platform, the hunting grounds for such hate crimes. And with this, we targeted both audiences. Those, who spread such hate and those who fall victim to such rumours.
IMPLEMENTATION, TIMELINE, PLACEMENT, SCALE For a week, a combination of video and static social media posts was used as teasers to create intrigue about the film. And then, on Mahalaya, the auspicious day that marks the arrival of Durga, the Goddess of Power, this animation film was launched. And to spread this message of peace and harmony, we seeded the film on Social Media and WhatsApp, the hunting grounds for such hate crimes. This resulted in the film spreading far and wide through mobile phones, being noticed globally, shared extensively and becoming a potent symbol of protest against this evil.
Facebook views: more than 1.1 million Facebook post engagement: over 5.56,993 views Facebook total people reached: 26, 07,209 and counting. Instagram views: 36,542 so far. But While ‘The Lynching’ managed to garner millions of views on social media and countless forwards on WhatsApp, its real achievement was making Indians stand up and raise their voice against the evil of mob lynching. Not only was the film shared extensively among the youth turning it into a potent symbol of protest, the issue of mob lynching was also debated in the parliament.