Cultural / Context information for the jury

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.

Please outline the innovative elements of the work

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.