Kyoorius Advertising Awards
Industry Craft

All India Exhibition - The Times Of India
Client: The Times Of India
Entrant: Wunderman Thompson India

Blue Elephant

Entry Title:	All India Exhibition
Brand:	The Times Of India
Client:	The Times Of India
Description:	CHALLENGE: India did not have enough medical face masks for doctors, nurses and frontline workers during the Covid Pandemic. How do you protect over a billion people when time is of the essence? SOLUTION: The Times of India initiated a countrywide call for action, inviting every Indian to make their own masks using any clean cloth or traditional garment like turban, scarf, handkerchief, bandana, saree or shawl. Editorial and Outdoor and Social Media Campaigns demonstrated that making and wearing masks has been part of Indian folk culture for thousands of years. Now, you can do it yourself. DIY. MAKE YOUR OWN MASK. WEAR IT ON THE STREETS AND SHARE IT ON SOCIAL MEDIA. ALL INDIA ACTION: Inspired by the news and content that celebrated making and wearing masks as part of Indian culture and folk theatre for centuries, millions of Indians started creating and sharing their home-made masks. Celebrities joined in with DIY Mask Tutorials and Graffiti Artists painted masks into iconic art, cinema posters and famous statues. A chain reaction from the walls of India to the millions in rural India followed. ALL INDIA EXHIBITION: By unlocking the mask making craft that has been part of ancient Indian tradition, the #MaskIndia movement inspired the nation into action and helped stop the spread of the virus. At last count, as recorded on social media, news channels and local traffic police cctv reports, 108.99 MILLION UNIQUE MASKS WERE HOME-MADE IN INDIA. A chain reaction from the newspaper to the nation, creating popular culture.
Company Credits:	Wunderman Thompson
Individual Credits:	Senthil Kumar - Chief Creative Officer
Individual Credits:	Sundeep Sehgal - Executive Creative Director
Individual Credits:	Rattan Jyot - Curator & Creative Director
Individual Credits:	Sarasij Dasgupta - Senior Creative Director
Individual Credits:	Sandeep Bagga - Art Director
Individual Credits:	Binoy Sarkar - Creative Director