Ogilvy India has partnered with the Government of India to create a campaign, Mask Force, featuring some of the most popular Indian cricketers.
Ogilvy India has created an anti-Coronavirus campaign for the Government of India. Called Mask Force, the campaign involves some of the most popular Indian cricketers like Virat Kohli, Sachin Tendulkar, Harmanpreet Kaur, Smriti Mandhana and Mithali Raj. BCCI was instrumental in getting together the cricketers required for the campaign.
Saying a small part each of the overall message, 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, a Mask Force. It is one that can be easily joined by all Indians in a bid to help stop the spread of COVID-19. The video nudges people to make their own masks at home and ensuring that they don’t step out without wearing masks.
— BCCI (@BCCI) April 18, 2020
Speaking about the exercise, Ogilvy’s Chief Creative Officer Worldwide and Executive Chairman, India, Piyush Pandey 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’.”