#MASKINDIA

Title#MASKINDIA
BrandTHE TIMES OF INDIA
Product / ServiceMASK INDIA MOVEMENT
CategoryB05. Use of Ambient Media: Large Scale
EntrantWUNDERMAN THOMPSON Mumbai , INDIA
Idea Creation WUNDERMAN THOMPSON Mumbai, INDIA
Production PVR PICTURES LIMITED Mumbai, INDIA
Post Production PAPER PLANE PICTURES Mumbai, INDIA

Credits

Name Company Position
Senthil Kumar Wunderman Thompson India Chief Creative Officer
SUNDEEP SEHGAL WUNDERMAN THOMPSON, INDIA VP & ECD
SANDEEP BAGGA WUNDERMAN THOMPSON, INDIA Creative Director - Art
NEETIKA AGGARWAL WUNDERMAN THOMPSON, INDIA VP & Executive Business Director
AMRITA HAZARI WUNDERMAN THOMPSON, INDIA Account Director
PIA SINGH WUNDERMAN THOMPSON, INDIA Account Executive
Rattan Jyot Wunderman Thompson India Senior Creative Director
Sarasij Dasgupta Wunderman Thompson India Senior Creative Director

Why is this work relevant for Media?

Amidst the rising toll of Coronavirus cases and the fear of community spread, it was critical to share the message that everyone should wear masks. We also needed to resolve the acute shortage of medical masks and communicate the need to save them for frontline workers. Inspiring and activating a national solution was the need of the nation. And the national newspaper decided to take the lead and ignite the movement to mask India using ambient media platforms like large walls and building surfaces to ensure the solution reached every corner of the country.

Background

Challenge: An epidemic of epic proportions was spreading across India. It was critical to ensure that everyone wears a mask to stop the spread of the virus. Problem: We do not have 1.3 billion medical masks. We need to save the N95 and Surgical Masks for the doctors, nurses, police and frontline workers. Solution: MAKE YOUR OWN MASK using any clean cloth or garment like the turban, dupatta, gamcha, saree, pallu, scarf, bandana or handkerchief.

Describe the creative idea / insights (30% of vote)

THE MAKE YOUR OWN #MASKINDIA MOVEMENT The Times of India raised a countrywide call inviting all Indians to make their own masks at home using any clean cloth or garment like the turban, dupatta, gamcha, saree, pallu, scarf, bandana or handkerchief. Triggering a national movement in self-reliance and empowering every citizen of the country to take charge of protecting themselves, their families and their communities. INSPIRING INDIVIDUAL ACTION AND CREATING POPULAR CULTURE. From masks rooted in folk culture to millions of masked selfies that became portraits of the new normal on every display picture online and on every street. ACTIVATING A CHAIN REACTION FROM THE WALLS TO THE STREETS OF INDIA WITH DIY HOMEMADE MASKS. Using the power of Grafitti and Outdoor installations, the campaign generated unanimous response from millions of Indians including the Prime Minister Modi who sported different homemade gamcha masks elevating the movement across the country.

Describe the strategy (20% of vote)

To multiply reach of the campaign and drive engagement and practice, #MaskIndia was conceptualized as the first completely integrated campaign between the Times of India and Times Outdoor. News channels across the Times Network regularly broadcast the need to wear homemade masks. All TOI and TIL properties are teaching Indians how to make, wear, sanitize and dispose of their masks. The #MaskIndia hashtag compels citizens to participate and upload pictures wearing their self-made masks on the campaign website – so the world can see how Indians are fighting back! The on ground campaign to amplify the message got a huge bonus in the national press with major news stories when the Prime Minister tweeted about #MaskIndia and followed up by making and wearing his own homemade ghamcha mask, during every public appearance.

Describe the execution (20% of vote)

MILLIONS JOINED THE MOVEMENT INSPIRING INDIA INTO ACTION From Celebrities Online with DIY Mask Tutorials to Homemade Mask Champions on the street. Graffiti Artists and Activists painted masks into iconic Indian art, cinema posters, comic characters and famous statues. Triggering a chain reaction from the walls of India to the millions in urban and rural India. The onground strategy of using the walls of India to amplify the message got a huge bonus in the national press with major news stories when the Prime Minister tweeted about #MaskIndia and followed up by making and wearing his own homemade ghamcha mask, during every public appearance.

List the results (30% of vote)

INSPIRING INDIVIDUAL ACTION AND CREATING POPULAR CULTURE. From masks rooted in folk culture to millions of homemade masked selfies became portraits of the new normal online and on every street. MILLIONS JOINED THE MOVEMENT INSPIRING INDIA INTO ACTION From Celebrities Online with DIY Mask Tutorials to Homemade Mask Champions on the street. Graffiti Artists and Activists painted masks into iconic Indian art, cinema posters, comic characters and famous statues. A chain reaction from the walls of India to the millions in rural India. ALL INDIA REACTION: Millions of Indians made their own masks and wore them everywhere. A billion homemade masks are the new normal online and on the streets of India.

Links

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