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Ogilvy partners with Govt of India, creates ‘Mask Force’ campaign in fight against Covid-19

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Ogilvy India created an anti-coronavirus campaign titled ‘Mask Force’ for the Government of India which featured some of India’s cricketers.

The cricketers invites all Indians to join the ‘Mask Force’. This is a call for every Indian to create their own masks at home to ensure that each one is protected when out of home. Each cricketer leads the way by pulling up their unique mask after inspiring the country to do the same.

BCCI was instrumental in getting together the cricketers for the campaign. Given the popularity of cricket in India, where it is informally referred to as the ‘national religion’, it was no surprise that the video is being loved and shared with immense swiftness.

Piyush Pandey, Ogilvy’s Chief Creative Officer Worldwide and Executive Chairman, India, 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 ‘Mask Force’ would be a likeable term that could be used to galvanise the country, and hence decided to name this program ‘Mask Force’.”

Ogilvy said this is the first in the Mask Force series for in which it is partnering with the government in its war against Covid-19.


Creative Agency: Ogilvy

CCO, Worldwide & Executive Chairman, India: Piyush Pandey

CCOs India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak

ECD & Copywriters:  Talha Bin Mohsin, Mahesh Parab

Creative team: Gunjan Gaba, Ajit Kumar Sahoo, Arnab Choudhury & Hari Rawat

Account Management: Executive Vice-President: Vivek Verma

Management Supervisor: Shoaib Alim

Production House: Corcoise Films

Director: Neha K Kaul   Executive Producer: Cyrus Pagdiwala

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