The Government of India has rolled out an awareness message for the nation to fight the spread of Covid-19.
Conceptualised by Ogilvy, the film consists of Indian cricketers speaking about the importance of wearing face masks. Called team 'mask force', each of the cricketers from their own house, reiterate how masks can also be made at home.
The film features Virat Kohli, Sourav Ganguly, Smriti Mandhana, Rohit Sharma, Harbhajan Singh, Harmanpreet Kaur, Rahul Dravid, Virender Sehwag, Mithali Raj and Sachin Tendulkar.
Piyush Pandey, worldwide chief creative officer and executive chairman, India, Ogilvy, 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 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’.”
Ogilvy has also said that this is the first in the Mask Force series of exercises it is partnering the government on, in India’s war against Covid-19.
Creative Agency: Ogilvy
CCO, Worldwide and executive chairman, India: Piyush Pandey
CCOs India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECD and copywriters: Talha Bin Mohsin, Mahesh Parab
Creative team: Gunjan Gaba, Ajit Kumar Sahoo, Arnab Choudhury & Hari Rawat
Executive vice president: Vivek Verma
Management supervisor: Shoaib Alim
Production House: Corcoise Films
Director: Neha K Kaul
Executive producer: Cyrus Pagdiwala