You might be able to get your hands on a set of handwoven shirts stitched by the prisoners of the Presidency Correctional Home in Kolkata. Yes, you heard it right. Turtle Fashion, a Kolkata-based menswear apparel firm has tied up with the government of West Bengal to train around 50 inmates of the Presidency Correctional Home to stitch and design finished apparel from cotton fiber. Clearly, it’s a stitch in time saves nine solutions for prisoners to help them rehabilitate and find a purpose amidst the monotonous prison life. Prisoners will be trained to sew, embroider, and create handwoven shirts as finished apparel to be put up on display at Turtle’s stores as an exclusive range. These animated spots titled Made in Prison, aim to encourage prisoners to learn the sought-after skill of stitching, thus helping them escape the darkness and look at the bright side of life.
Turtle plans to set up 5 handloom machines, 2 ginning and 12 stitching machines inside the Presidency Correctional Home of Kolkata, which would round up to an estimated investment worth 8 lakh. As per a preliminary assessment report, they’re planning to design up to 120 shirt pieces in a day which will be put up for sale across Turtle’s flagship outlets.
Advertiser: Turtle Fashion
Advertising Agency: JWT, Kolkata, India
Chief Creative Director: Senthil Kumar
Executive Creative Director / Director: Arjun Mukherjee
Art Director: Diptanshu Roy
Animator: Saptarshi Dey
Copywriters: Arjun Mukherjee, Anurag Acharya
Music: Prabuddha Banerjee
Account Management: Ayan Chakraborty, Soumya Chowdhury, Urmi Roy
Turtle Fashion, J Walter Thompson, Made in Prison, Government of West Bengal, JWT, Kolkata, India, Fashion, Digital Campaign, Presidency Correctional Home, Department of Correctional Administration