In response to the national toll of COVID-19 positive cases and resultant deaths, The Times of India raised a country-wide call to Indians for making and wearing their own masks with #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.
‘Make Your Own Mask’ was launched on the front page of The Times Of India on 6th April involving the power of print, social media, and national activation that received a phenomenal response and activated its purpose.
Over a hundred thousand Indians have responded already with their own versions of homemade masks and posted their Mask Selfies and DIY How to Make Your Own Mask Videos with the #maskindia hashtag on social media and many unique, original and cool homemade masks have gone viral across WhatsApp Groups.
Ustaad Taufiq Qureshi and his team of vocal percussionists and sound engineers recorded all the sounds for this track using only breath and breathing while wearing a homemade mask. The sound idea of ‘masks help you breathe easy’ was brought alive through breath rhythms.
Sanjeev Bhargava, President, Marketing, The Times of India, said, “The Times of India has always stood by its motto: “Change Begins Here” and the #maskindia campaign is another link in the long chain of initiatives that we have launched in the recent past. What makes it special is that it has immediate relevance and benefit to everyone in the country. We strongly believe it can play a critical role in our fight against the pandemic. I would like to specially congratulate Wunderman Thompson for not only turning around and developing the campaign from scratch within 2 days but having done so in the times of a complete lockdown!”
Commenting on the campaign, Joy Chauhan, Managing Partner, Wunderman Thompson, Delhi, “The true character of a country is revealed by how its people and organizations behave in times of crisis. With this timely and crucial initiative, The Times of India has proven India’s fortitude, agility, and ability to go the distance. All of us at Wunderman Thompson are thankful and proud to be partners.”
Editorial photographs of the Masked Statues of National heroes like Mahatma Gandhi, Subash Chandra Bose, and The Times Of India’s iconic Common Man feature as special masked characters along with thousands of Indians who have made their own masks and joined the movement.
Sharing details on the film, Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India, said, “The edit has been painstakingly crafted to lock the eyeline in all images so that the transitions from one homemade mask to another are all seamless. The simulation of eye movements is designed to invite a live face-off with audiences who are watching the film on their mobile or television screens. Experience the emotion of a thousand eyes talking to you to deliver a powerful narrative through the masks”.
Mask India features an interactive site where every Indian can upload their homemade mask selfie and their image will feature in a custom version of the #MaskIndia video.