In response to the national toll of Covid – 19 positive cases, resultant deaths and an acute shortage of medical masks for medical professionals and frontline workers, India’s leading English daily, The Times of India raised a country-wide call to all Indians, to make and wear their own masks at home with their #MaskIndia movement. Conceptualized by Wunderman Thompson South Asia, the movement empowered every citizen of the country to take charge of protecting themselves, their families and communities — encouraging individual action and responsibility among Indians, getting them ready to fight the single largest fight our generation has seen, globally. The campaign also focused on proper sanitation and disposal of the masks.

Results:
– Over 100,000 inspired Indians participated with videos and selfies of their own DIY homemade masks
– #MaskIndia received commendation and vocal support from Honourable Prime Minister Shri Narenda Modi who sported different homemade ghamcha masks on several occasions during the lockdown

View All Entries

Credits
Advertiser: The Times of India
Campaign: Mask India movement
Agency: Wunderman Thompson South Asia
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Sundeep Sehgal
Creative Director: Sandeep Bagga
Senior Creative Director: Rattan Jyot
Copywriter: Binoy Sarkar

Account Management:
Senior Vice President & Managing partner: Joy Chauhan
Executive Business Director & VP: Neetika Aggarwal
VP & Client Servicing Director: Bhavana Dogra
Account Director: Amrita Hazari
Account Executive: Pia Singh

Planning Team:
Senior Vice President & National Planning Director: – Pinaki Bhattacharya
Executive planning Director & VP: – Shweta Khosla
Account Planning Director: Sulagna Chanda

Tags:
COVID-19, Innovation, TOI, Mask India