Mukhota – The life saving mask by Work In India

Mukhota by Work In India

The brief
Was to help with cost effective technological solution that could save fishermen from unknowingly crossing into International waters and getting caught by maritime police of other countries and face long jail terms.

Cultural Context
They found that fishermen across the villages carry a mask called a Mukhota on their fishing boats. As cultural beliefs these masks are used to keep them safe and ward off evil spirits. So they turned these Mukhota masks into simple alarm systems that warned fishermen as they got dangerously close to international waters.

Solution
They turned the masks into alarm systems that warned fishermen as they got close to international waters. A GPS system was attached, that tracked the co-ordinates of the boats. As they neared the international boarder the alarm was triggered. This alerted them to turn back. Over 2000 masks were distributed across coastal villages & they have been activated over 15, 000 times in multiple regions

Credits
Client: Work In India
Campaign: Mukhota
Advertising Agency: Kinetic Worldwide, India
Creative Director: Sommnath Sengupta
Creative Manager: Rupesh Salvi
Designer: Rohan Karekar
Director: Deepchanda
Producer: Akash Tiwari
DOP: Arshi
Music Director: Dominic Thomas
CEO, South Asia and middle east: Suresh Balakrishna
Global Head of Innovation: Dennis Kuperus / Kinetic Benelux & Nordics
Global CEO: Mauricio Sabogal
Global CMO: Liliana Caro

This campaign is about:
Technology, Public Interest, NGO, Innovation, Fishermen, India, Kinetic Worldwide, Mukhota, GPS, Outdoor, Advertising, Work In India, Product Design, Electronics