Durga Puja campaign from Indian fashion house Turtle tackles mob lynching

A spate of mob violence in India exacerbated by incendiary messages sent by mobile phone and social media is being countered by a powerful new film from Wunderman Thompson and fashion brand Turtle.

Timed to coincide with the Durga Puja Hindu festival, 'The Lynching', draws attention to hundreds of people drawn into such violence over platforms like WhatsApp and Facebook over the past few years via evocative animation.

Photorealistic textures and patterns build a dystopian noir-esque world in the spot, hammering home the message.

Senthil Kumar, chief creative officer at Wunderman Thompson, said: “The Lynching is a human story that will be shared by millions and surely the most relevant film this festive season.

"We are thankful to a brave client - Turtle for bringing this masterpiece to life on the auspicious day of Mahalaya, when the medium is the message.”

The move follows similar moves in the west to clampdown on the abuse of social media platforms by trolls and those spreading hate speech.

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