Mumbai: Mask Force and Setu Mera Bodyguard were campaigns commissioned by the Government of India. The concept was visualized from the Prime Minister’s appeal to people to don masks to protect themselves and others from the deadly Corona Virus.
Piyush Pandey, Ad man and Chief Creative Officer Worldwide, Ogilvy in April just as the lockdown had started had created a short film on asking people to join him in the ‘Mask Force’ campaign. Recently Ogilvy has come out with the second creative, called ‘Kaan Pe Zimmedari’
Pandey tells us about the current creative – ‘Kaano Pe Zimmedari’, – an Ogilvy initiative, to spread the message of usage of masks. It addresses younger people, not to take the situation lightly. Each piece of communication is to address different issues –
1) When common street folk are following the principle of wearing a mask, why aren’t you?
2) Some people take it easy when they are going just next door or a to a place close by and therefore think they do not need a mask
The second ad reminds them that no matter how far you are going or how short the distance you are covering, DO NOT forget to wear a mask.
There are more coming up which address day to day issues where people take it lightly and do not wear a mask. All work has been done in house with no outside support on the making of.
However, we are very grateful to people like Mr Amitabh Bachchan, Mr Ajay Devgn and more, who have helped us in populating the message on social media. We are also grateful to Zee Entertainment Ltd. and ABP, for their wholehearted support in running these messages across their channels. The reach that you get through these TV channels to the masses of India, is amazing. We have nothing but gratitude to give all our supporters. We also do not mind if any other media platform runs these commercials – they do not need our permission. We are very happy if the message reaches more and more people.