The Government of India rolled out an awareness message for the country in its battle against coronavirus in the form of a film fronted by Indian cricketers’ emphasising the importance of wearing masks.
Working with the BCCI, ‘Mask Force’ sees an impressive line-up of cricket stars speak from their own houses about the importance of wearing masks and how they can be made at home.
The sport stars national team skipper Virat Kohli alongside Sourav Ganguly, Smriti Mandhana, Rohit Sharma, Harbhajan Singh, Harmanpreet Kaur, Rahul Dravid, Virender Sehwag, Mithali Raj and legend Sachin Tendulkar.
The objective of ‘Team Mask Force’ is to spread awareness about wearing masks in public places.
“Being a part of India team is a matter of great pride. But today we are going to create a bigger team, Team Mask Force,” Indian captain Kohli said in the video.
Cricket legend Tendulkar added: “Come on India, make masks and become part of mask force.”
The spot was amplified across all of the BCCI’s own online channels with call-to-action copy stating: ‘TeamIndia is now #TeamMaskForce! Join #IndiaFightsCorona and download @mygovindia’s @SetuAarogya mobile application Mobile phone’.
The PM amplified the launch of the spot personally on his own Twitter feed. “Among the most important tasks today — be a part of #TeamMaskForce. Small but essential precautions can keep us all safe. Important to spread awareness about it.”
Among the most important tasks today- be a part of #TeamMaskForce.
Small but essential precautions can keep us all safe.
Important to spread awareness about it… https://t.co/50vY3lF20J
— Narendra Modi (@narendramodi) April 18, 2020
Part of the government’s umbrella public messaging around Covid-19, the film was conceptualised by Ogilvy India in what is the agency’s first spot in a series of Covid-19 messaging ads it is creating in partnership with the government
“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,” commented Ogilvy India Worldwide Chief Creative Officer and Executive Chairman Piyush Pandey.
“I believed that ‘Mask Force’ would be a likeable term that could be used to galvanise the whole country, hence decided to name this program ‘Mask Force’.”
The creative agency team working on the project included Pandey, heif Creative Officers (India) Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak, Copywriters Talha Bin Mohsin and Mahesh Parab, Creatives Gunjan Gaba, Ajit Kumar Sahoo, Arnab Choudhury and Hari Rawat and Executive Vice President Vivek Verma, Management Supervisor Shoaib Alim.
The production house was Corcoise with the films helmed by Neha K Kaul and Executive Producer Cyrus Pagdiwala.
Comment:
We are becoming increasingly familiar with the famous sports star, home-created, smartphone-shot, PSA and here’s another heavy hitter to ad to the library.
Created in alliance with the BCCI, the campaign follows on from the country’s national cricket governing body itself makig=ng its own Rs51crore donstion to the PM’s Citizen Assistance and Relief in Emergency Situations Fund.
Links:
Indian Government
Ogilvy India
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