Challenge: An epidemic of epic proportions was spreading across India. It was critical to ensure that everyone wears a mask to stop the spread of the virus.

Problem: We do not have 1.3 billion medical masks. We need to save the N95 and Surgical Masks for the doctors, nurses, police and frontline workers.

Solution: MAKE YOUR OWN MASK using any clean cloth or garment like the turban, dupatta, gamcha, saree, pallu, scarf, bandana or handkerchief.

THE MAKE YOUR OWN #MASKINDIA MOVEMENT

The Times of India raised a countrywide call inviting all Indians to make their own masks at home using any clean cloth or garment like the turban, dupatta, gamcha, saree, pallu, scarf, bandana or handkerchief. Triggering a national movement in self-reliance and empowering every citizen of the country to take charge of protecting themselves, their families and their communities.

INSPIRING INDIVIDUAL ACTION AND CREATING POPULAR CULTURE.

From masks rooted in folk culture to millions of masked selfies that became portraits of the new normal on every display picture online and on every street.

ACTIVATING A CHAIN REACTION ON SOCIAL MEDIA WITH DIY HOMEMADE MASKS. Using the Power of Print, Social Media UGC Content and Outdoor installations, the campaign generated a unanimous response from millions of Indians including the Prime Minister Modi who sported different homemade gamcha masks elevating the movement across the country.

To multiply reach of the campaign and drive engagement and practice, #MaskIndia was conceptualized as the first completely integrated campaign between the Times of India and Times Internet and Times Outdoor. News channels across the Times Network regularly broadcast the need to wear homemade masks. All TOI and TIL properties are teaching Indians how to make, wear, sanitize and dispose of their masks. The #MaskIndia hashtag compels citizens to participate and upload pictures wearing their self-made masks on the campaign website – so the world can see how Indians are fighting back! The on ground campaign to amplify the message got a huge bonus in the national press with major news stories when the Prime Minister tweeted about #MaskIndia and followed up by making and wearing his own homemade ghamcha mask, during every public appearance.

MILLIONS JOINED THE MOVEMENT INSPIRING INDIA INTO ACTION

From Celebrities Online with DIY Mask Tutorials to Homemade Mask Champions on the street. Graffiti Artists and Activists painted masks into iconic Indian art, cinema posters, comic characters and famous statues. Triggering a chain reaction from the online walls of India to the millions across urban and rural India.

The online strategy of using influencers with DIY tutorial videos and the onground strategy of using the walls of India to amplify the message got a huge bonus in the national press with major news stories when the Prime Minister tweeted about #MaskIndia and followed up by making and wearing his own homemade ghamcha mask, during every public appearance.

INSPIRING INDIVIDUAL ACTION AND CREATING POPULAR CULTURE.

From masks rooted in folk culture to millions of homemade masked selfies became portraits of the new normal online and on every street.

ACTIVATING A CHAIN REACTION ON SOCIAL MEDIA WITH DIY HOMEMADE MASKS. The campaign generated a unanimous response from millions of Indians including the Prime Minister Modi who sported different homemade gamcha masks elevating the movement across the country.

MILLIONS JOINED THE MOVEMENT INSPIRING INDIA INTO ACTION

From Celebrities Online with DIY Mask Tutorials to Homemade Mask Champions on the street. Graffiti Artists and Activists painted masks into iconic Indian art, cinema posters, comic characters and famous statues. A chain reaction from the walls of India to the millions in rural India.

ALL INDIA REACTION: Millions of Indians made their own masks and wore them everywhere. A billion homemade masks are the new normal online and on the streets of India.