MAM
Report on Shemaroo

Condé Nast India, Myntra, TLC, Discovery Plus join hands for a cause

These videos ‘unmask’ five of India’s leading fashion designers

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/10/isc.jpg?itok=haq3qspp

NEW DELHI: Condé Nast India announces the launch of ‘Behind the Mask’, a mammoth, multilayered social awareness campaign with Myntra, helmed by a five-episode video series, to be showcased on TLC, TLC HD and Discovery Plus with a call-to-action that benefits Indian karigars (craftspeople). These videos ‘unmask’ five of India’s leading fashion designers – Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra on film, giving us an intimate peek into their lives during the pandemic. In these episodes, each designer also creates a prototype of a mask using elements from Indian art and culture, based on the current times. These designs then serve as inspiration for five unique mask collections, each an ode to a craft or a community. Myntra will be offering an assortment of 34 styles and 20 designs that will be available in packs of one, four, five and 20.

Condé Nast India managing director Alex Kuruvilla elaborates, “Behind the Mask’ is one of the most ambitious projects we’ve ever undertaken. From video concept and production to packaging and product design to bringing on board multiple partners, this activity was entirely orchestrated by Condé Nast India during the lockdown, managed remotely by multiple stakeholders. Our objective is twofold: to promote the wearing of masks, and to raise funds for the karigars (artisans) who tirelessly work behind the scenes of the Indian textile industry and are among those worst hit by the pandemic. This initiative achieves the first objective by mass-producing masks inspired by the designers’ prototypes. And it raises funds by donating all profits from the sales of these masks to GiveIndia—all this while creating great content that is at the core of Condé Nast India’s legacy.”

This is also the first time two Condé Nast India titles, Vogue and GQ, have joined forces for a campaign of this scale. What makes this project interesting is the extent of collaboration required to pull it off, especially since it was entirely produced in the era of lockdown and self-isolation where nothing but the “essential” was permitted. The making of the video series is a case study in itself, with everything from conceptualising to scripting and shooting done remotely, with help from the designers’ loved ones who happily agreed to play co-filmmakers. Using mobile phones and digital cameras, with extensive notes from the director and DOP and briefings over video calls, the team managed to pull off these videos, that too in broadcast specifications.

To execute this project, Condé Nast India brought onboard Myntra to produce and sell the masks, TLC, TLC HD to broadcast and Discovery Plus to stream the episodes, and GiveIndia to ensure the profits from the sales reach the right NGOs.

Myntra CEO Amar Nagaram added, “Behind the Mask’ is an extraordinary initiative, a coming together of enthusiastic and dedicated folks for a common, but the profound cause. We wholeheartedly appreciate the efforts of Condé Nast and are proud to be a part of this ‘one-of-a-kind’ association. Our wide shopper base and reach will enable these masks, inspired by the concepts of India’s leading fashions designers, to reach millions of consumers across the country, thereby supporting this fundraiser campaign in a big way.”

Discovery Managing Director south Asia- Megha Tata said, “Given the pandemic, there is a need for various stakeholders to come together for the larger good of society. This cause led initiative has the potential to engage audiences in a very endearing way and leave an indelible mark on the audiences. We are proud to have played our part in supporting Kaarigars and remain committed to support such meaningful initiatives in the future as well.”

GiveIndia President Ashok Kumar ER says: "Our crafts artisans represent the backbone of India's rich heritage and these have been extremely challenging times for them. So we are very grateful that through this partnership Condé Nast India will not only support the karigars but also highlight the crucial role they play in the textile industry. For those of us continuing to stay safe at home, 'Behind The Mask' also acts as a reminder not to take the lives of those less fortunate for granted. Since mid-March GiveIndia has been supporting communities worst-hit by the COVID2019 crisis through our India COVID Response Fund, having disbursed Rs 114+ crore so far. And we welcome Condé Nast India's contribution."

The episodes will be streamed on the Myntra app on 12 August 2020 and aired on TLC and TLC HD and streamed on Discovery + on 17 August/18 August 2020. The masks will be available for sale on Myntra from 12 August onwards.

To buy the masks go to www.myntra.com

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/mg.jpg?itok=9Dq6PyUO
MG marks another first; an all-women crew manufactures 50,000th Hector in Vadodara, Gujarat

In a development that comes as a testament to gender parity across workplaces, MG Motor India has manufactured its 50,000th MG Hector with an all-women crew in Gujarat’s Vadodara. The initiative has created a new benchmark while celebrating ‘Diversity’ – one of the core pillars of the automaker –...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/krll.jpg?itok=zXYu6D2g
Duff & Phelps unify company under Kroll brand

NEW DELHI: Duff & Phelps, the world’s premier provider of services and digital products related to governance, risk and transparency, today announced plans to transition the company name to Kroll. The new name and logo represent the firm’s rich history and breadth of services, delivering...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/prte.jpg?itok=VRR28fx6
TVS Motor Company appoints Timothy Prentice as VP – design

NEW DELHI: Leading automobile manufacturer TVS Motor Company has  appointed Timothy Prentice as vice-president - design to oversee design solutions for future mobility. Prentice is considered to be among the most acclaimed motorcycle designers globally with significant motorcycle design milestones...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/ikea-800.jpg?itok=31LUKJlv
Ikea's ideal Indian family: One that shares the load at home

NEW DELHI: Swedish home furniture giant Ikea has pegged India as its next frontier of growth and is leaving no stone unturned to position itself as a viable and competitive alternative to the unorganised furniture businesses that are predominantly preferred by the masses. To this end, the brand has...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/24/sonu.jpg?itok=oILdgDci
Spice Money launches first national brand campaign

NEW DELHI: Rural fintech company Spice Money has rolled out its first mass brand campaign, Spice Money Toh Life Bani, featuring its brand ambassador and actor-humanitarian Sonu Sood. The campaign brings forth the company’s vision to financially and digitally empower a total of one crore rural...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/24/mirummm.jpg?itok=zf2B6Dt0
Mirum wins ORM & social listening duties for Sharekhan

NEW DELHI: Leading Indian broking house Sharekhan has appointed digital solutions agency Mirum as its social listening partner. As part of the mandate, Mirum will provide end-to-end ORM services to Sharekhan. The account will be serviced from Mirum’s Mumbai office.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/24/rajiv.jpg?itok=bW49Orvy
Milagrow Robots introduces the ‘better half’ that does all your chores

New Delhi: Leading robotic brand Milagrow has launched a new video campaign that highlights its objective to build a future with lesser human intervention to do daily chores.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/24/edd.jpg?itok=FgZkiY5H
EdTech Brand- RoboGenius rebrands itself with new look

Having been around for 15 years, RoboGenius has a well established reputation in the field of teaching robotics and A.I. for kids. For so many years, they have been working towards giving young minds the hands on experience they need, to build a holistic knowledge designed to give them an advantage...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/24/gro.jpg?itok=nWsVFZAQ
Grofers eyes SPAC route for Nasdaq listing

NEW DELHI: E-grocery platform Grofers had indicated as recently as last month that it plans to expand beyond delivering your daily staples and into an all-encompassing e-commerce portal along the lines of Amazon and Flipkart. To this end, it opened sections like fashion and lifestyle; home...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required