Hyderabad: Tempest Advertising has rolled out a unique CSR initiative titled ‘UNMASK’, aimed at encouraging open conversations around everyday stress and emotional well-being. Timed with the International Day of Happiness on March 20, the campaign seeks to redefine happiness by promoting honest dialogue around daily struggles.
The initiative began with a social media campaign that highlighted the importance of acknowledging stress rather than normalising it. Extending the campaign offline, Tempest executed an on-ground activation across key Hyderabad Metro stations, including Ameerpet, engaging commuters with thought-provoking messaging around common life challenges.
As part of the activity, passers-by were encouraged to wear physical masks and then “unmask” themselves—symbolising the act of opening up. The activation was supported by the distribution of stickers and bookmarks carrying reminders about the importance of addressing stress and seeking support.
Through a combination of relatable messaging and experiential engagement, the campaign aimed to drive home the idea that everyday struggles should not be overlooked or dismissed.
To further extend its impact, Tempest also launched a dedicated website for the initiative, along with a helpline number to enable people to seek support more easily.
Commenting on the initiative, Turab Lakdawalla, MD of Tempest, said, “In today’s uncertain and chaotic times, initiatives like UNMASK is a small step in generating awareness, encouraging conversations that matter and taking those crucial steps towards being happy.”
Tempest Advertising, a 360-degree branding and strategy agency with a 27-year legacy, has built a reputation for delivering impactful campaigns across industries. Headquartered in Hyderabad, the agency has expanded its presence with offices in Pune, Bengaluru, and Mumbai, continuing to strengthen its footprint in India’s marketing and communications landscape.
