Men's lifestyle brand Turtle pays tribute to motherhood in latest branded content video

Turtle, one of India’s men’s lifestyle brands, has created a YouTube video to celebrate Mother’s Day, which breaks through the clutter. The film very subtly pays tribute to motherhood by showing a man who readily took up the challenge of carrying the average weight of a baby, which a would-be mother would carry during the final stages of her pregnancy, around his belly for nine days but surrenders after a week, confessing his discomfort while carrying.

The video has been unique as it delivers the value of motherhood through a hard-hitting technique. The protagonist in this video has taken up the challenge to experience the last phase of motherhood for nine days only. He was given an artificial belly weighing an average baby weight to carry with him until he completes his challenge. On day one, the man could easily pull off the challenge and seemed relaxed and happy. On day two, three and four, the man faced little difficulties in terms of carrying out his daily chores. On day five, six and seven the man understood the difficulties and pain that a would-be mother undergoes. It was not only extremely difficult for him but it was physically challenging for him as he found it hard to breath and even could not get a restful sleep. The protagonist could not sustain the weight on his body anymore and ultimately surrendered on day seven of the challenge period. In today’s digital age where people are more worried about the external pomp and show, Turtle aims to highlight the inner substance and emotion in a man’s life inspired by a mother’s journey.

The core idea behind creating this video is to portray the journey a woman carrying her child for nine months. A mother prepares herself for the challenge of motherhood without any complaints gifted by nature. This feeling is something that no one can fathom. Only a true mother’s love enables her to overcome these challenges while carrying her baby.

Sanjay Jhunjhunwala, Managing Director, Turtle, said, “It’s time a brand that sets style trends among men, sets them on a journey of self-realisation. And what better way to do that than by reminding a son on Mother’s Day, the true weight of motherhood.”

The film: