Kyoorius Advertising Awards
Sound Design & Use Of Music
KYOORIUS ADVERTISING AWARDS - Film Craft (Sound Design & Use Of Music)
#MaskIndia - The Times Of India
Client: The Times Of India
Entrant: Wunderman Thompson India
|Brand:||The Times Of India|
|Client:||The Times Of India|
|Description:||THE MASK CULTURE : FROM FOLK HISTORY TO POP CULTURE
Masks have always been part of our culture and our mythology. Our Warriors wore masks. Our Dancers and Storytellers wore masks. Rooted in our mythological narratives of the victory of good over evil through Kathakali, Therukoothu, Yakshaghana, Koodiyattam, Hari Katha, Rasa Lila, Navarasa, Bhand Paather, Bhavai, Ramman and every form of theatre in our cultural history. Common men and women wore masks to become the heroes and heroines of the narrative, transforming ordinary humans to gods.
Every region and community has a history of wearable masks homemade from jute, coconut husk, fibre, bamboo, wood, leaves, paper mache and just plain cloth.
It’s time to revive our ancient 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 human kind. It’s time to turn the humble ghamcha, dupatta, pallu, turban, 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.
VISUAL DESIGN: A seamless composition of a thousand Indians wearing a thousand different homemade masks. The most innovative and creative homemade masks have been included along with illustrated masks on statues of our freedom fighters and the father of our nation. Mahatma Gandhi, Subash Chandra Bose and the Times Of India’s iconic Common Man feature as special characters along with a thousand others Indians who have made their own masks and joined the movement. The edit has been painstakingly crafted to lock the eyes in almost every one of these 1000+ images so that the transitions from one homemade mask to another are all seamless. Even the cultural folk masks and ancient mythological masks have been carefully chosen to showcase 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 human kind. 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.
SOUND DESIGN: THE RHYTHM OF INDIA’S BREATH
Did you know that Ustaad Taufiq Qureshi recorded all the sounds for this track using only his breath and breathing while wearing a homemade mask.
The sound idea of masks help you breathe easy was brought alive through some mind blowing breath rhythms. The positive breath rhythm starts to build from one breath to many breaths in chorus breathing in rhythm and building up to an epic breath anthem. This is all about the rhythm of India’s breath. It’s in Yoga as well. You breathe easy only when you find the rhythm of your breath.
AN INTERACTIVE IDEA FOR INSPIRING INDIA TO ACTION:
SHARE YOUR OWN MASK AND STAR IN THE #MASKINDIA FILM.
The film has a unique interactive app that can be downloaded on the IOS and Android App Stores. You can Upload your homemade Mask Selfie and your image will feature in your custom version of the Mask India video. You can share your own #MaskIndia video with your own mask Selfie in it.
The idea is to create a mobile and web experience for every Indian to share their mask selfie and get a dynamic campaign video with their face embedded into the main video that they can then share via social media.
|Company Credits:||Wunderman Thompson India|
|Individual Credits:||Senthil Kumar - Chief Creative Officer|
|Individual Credits:||Senthil Kumar - Writer & Director|
|Individual Credits:||Sundeep Sehgal - Executive Creative Director|
|Individual Credits:||Priyank Premkumar - Editor|
|Individual Credits:||TaufIq Qureshi - Music Director|
|Individual Credits:||Lisa D'Costa - Executive Producer|
|Individual Credits:||Mandeep Singh - Films Head|