MAM

Wunderman Thompson, TOI empower Indians to be corona warriors

#MaskIndia received commendation and vocal support from PM Narendra Modi

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/05/04/wunder.jpg?itok=DDI2PK5n

MUMBAI: In response to Covid2019 pandemic, The Times of India has appealed Indians to make and wear their own masks at home with their #MaskIndia movement. Conceptualised 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.

The ‘Make Your Own Mask’ campaign 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. 

The MaskIndia movement has been elevated into a national movement with the Prime Minister Narendra Modi supporting it and himself sporting different homemade ghamcha masks on several occasions during the lockdown. 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. Check out over 100,000 homemade mask and DIY mask posts on www.maskindia.com

The Times of India president marketing Sanjeev Bhargava 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!” 

Wunderman Thompson Delhi managing partner Joy Chauhan said, “The true character of a country is revealed by how its people and organisations behave in times of crises. 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.”

The #MaskIndia movement culminated into a #MaskIndia film featuring a thousand different images of a thousand different homemade masks in a breathe in breathe out the composition of history and culture. The most innovative DIY homemade masks were curated from over 100,000 images posted by Indians during the lockdown with the hashtag #MaskIndia. 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, Wunderman Thompson India chief creative officer Senthil Kumar 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. All the cultural folk masks and ancient mythological masks have been carefully chosen to share only wearable masks made from jute, coconut husk, bamboo, wood, leaves, paper mache and natural fibre. It’s time to revive our cultural habit of wearing a mask to fight the evil virus, whenever we leave our homes for work and play, for life and family, for our country and for the future of humankind. It’s time to turn the humble ghamcha, dupatta, pallu, turbans, urma, lungi, dhoti, angavastram or any clean cloth into a mask and wear it for India. It’s time to dig deep into our cultural roots and create popular culture, inspiring every Indian to wear a mask like a warrior.”

www.maskindia.com  features  a unique interactive innovation where every Indian can upload their homemade mask selfie and their image will feature in a custom version of the #MaskIndia video.

“The idea is to inspire every Indian to Make their Own Mask and share their mask selfie to inspire every other Indian. With over a hundred thousand unique homemade masks already uploaded, the MAKE YOUR OWN #MASKINDIA movement will be amplified further with this interactive innovation”, added Kumar.

Follow Tellychakkar for the consumer facing news & entertainment

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/tejinder_gill.jpg?itok=gopYz4qk
Outgoing Truecaller VP Tejinder Gill talks about his days at the company

NEW DELHI: Launched in 2009, Truecaller today is one of the most popular smartphone applications for its features of caller-identification, call-blocking, and flash-messaging. With over 170 million monthly active users in India, the app, over the past few years, has also become a preferred choice...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/edelman.jpg?itok=3lhsQpSD
Edelman India appointed AOR for California Pistachios

NEW DELHI: Edelman has been appointed agency of record to promote California Pistachios in India, distributed through US-based The Wonderful Company. As of 1 November 2020, Edelman India has been managing an integrated communications mandate comprising brand communications including influencer...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/amway.jpg?itok=tnTs1Z3_
Amway Forays into vegetable & fruit hygiene segment

NEW DELHI: FMCG direct selling company Amway India has forayed into food hygiene category with Amway Home Fruit & Veggie Wash. The launch builds on on its expertise in-home-care solutions and in its endeavour to cater to the growing need for hygiene care products.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/lo.jpg?itok=fv8eGOGY
IdeateLabs appoints Lokesh Shah as VP – brand solutions

NEW DELHI: IdeateLabs, an independent digital-first creative agency, has appointed Lokesh Shah as vice president – brand solutions. He will be based out of the agency’s Mumbai office and will be reporting to director Vrutika Dawda.   Shah’s experience across India and SE Asia has made him an expert...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/naman.jpg?itok=CcF7UXvi
Naman Surana is FoxyMoron’s new national business director

NEW DELHI: Digital advertising agency FoxyMoron has appointed Naman Surana as its national business director. In this role, Surana will support existing and new client businesses with advertising insights and brand communication advisory to achieve their desired business impact. He will be working...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/digital_refresh-adani_wilmar.jpg?itok=icv9eQnM
Digital Refresh wins digital mandate for Adani Wilmar

NEW DELHI: Digital Refresh Networks has secured the digital mandate for consumer essential brands, Adani Group for Kings Oils, Alife, and Fortune Suposhan’— a CSR initiative undertaken by Adani Wilmar Group. The account was won following a multi-agency pitch and will be handled out of the agency’s...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/ranjan_bargotra.jpg?itok=b-mw7_EJ
Ranjan Bargotra on his time at Crayons Advertising

NEW DELHI: After spending 34 years in the branding & advertising industry, and 24 heading The Crayons Network, Ranjan Bargotra called it quits in 2020. His long-stint at the agency saw him leading teams handling big accounts like Kajaria, Apollo, Kohinoor, Fortis, SBI, Air India, and political...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/trp.jpg?itok=DtUKDw2U
Why marketers are quite unfazed by lack of TV news TRPs

NEW DELHI: The temporary halt that the Broadcast Audience Research Council (BARC) put on the issuance of the television rating point (TRP) of news channels three months ago is not bothering the marketing fraternity much. The observation was made by an elaborate panel consisting of some of the top...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/sukhleen.jpg?itok=_qiB69cB
RB relaunches Colin with the added benefit of germ removal

RB (Reckitt Benckiser), relaunched Colin, India’s No.1 glass and household cleaner brand in an all-new avatar today. The iconic Colin brand has been relaunched by RB India keeping in mind the current requirements of the Indian consumer. The new Colin not only delivers on its impeccable shine...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required