Ogilvy partners with Govt of India, creates 'Mask Force' campaign in fight against Covid-19
The video features some of India's cricketers making a point that time has come to form a formidable team of 1.3 billion Indians called 'Mask Force'. A force that is very easy for every Indian to join and defeat the spreading coronavirus
Ogilvy India has created an anti-coronavirus campaign titled ‘Mask Force’ for the Government of India. It involves some of India’s cricketers talking to the nation, starting with Captain Virat Kohli and concluding with Sachin Tendulkar. The line-up includes women cricketing stars such as Harmanpreet Kaur, Smriti Mandhana and Mithali Raj.
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The cricketers make a point that while India has great cricketing teams, the time has come to form a formidable team of 1.3 billion Indians called ‘Mask Force’. A force that is very easy for every Indian to join and defeat the spreading coronavirus. Simply by making our own masks at home and always ensuring we do not step out of our home without masks. Each cricketer leads the way by pulling up their unique mask after inspiring the country to do the same.
BCCI was instrumental in getting together the cricketers for the campaign. Given the popularity of cricket in India, where it is informally referred to as the ‘national religion’, it was no surprise that the video is being loved and shared with immense swiftness.
Speaking about the exercise, Piyush Pandey, Ogilvy’s Chief Creative Officer Worldwide and Executive Chairman, India, said, “For decades now, we at Ogilvy have stepped up to stand by our country’s needs through our CSR, be it for polio eradication, literacy, fighting crimes against women and many more causes. So as soon as the Government of India approached us for our effectiveness in spreading messages to the masses, we wholeheartedly jumped in to do our bit. I believed ‘Mask Force’ would be a likeable term that could be used to galvanise the country, and hence decided to name this program ‘Mask Force’.”
Ogilvy said this is the first in the Mask Force series for in which it is partnering with the government in its war against Covid-19.
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