ITC Savlon’s new ‘Mask Hai Mazaak Nahin’ campaign highlights a pressing social message
Masks have now become a way of life – and wearing one properly is not just a responsibility unto one’s own well-being, but also an indefatigable civic responsibility towards curbing the ongoing pandemic spread, especially since there is no way to assess who may be an asymptomatic transmitter. To raise awareness about mask-wearing etiquette, ITC Savlon has introduced a series of TVCs with the underlying message, ‘Mask Hai Mazak Nahin’, under its Swasth India Mission programme.
The TVCs, conceptualized by Ogilvy India, add a touch of humour to this discernibly important issue. The films are set in familiar, everyday contexts that one can relate to easily – occasions such as buying veggies from a street vendor, and sharing a lift with people. Protagonists in each of the films are seen making sure they encourage people they encounter to wear their masks properly, with simple gestures like a nod, a stare or an eyeroll. Music has been used as a tool to help build discomfort when the new rules of engagement aren’t held up. The treatment of the film has been kept light without taking away from the seriousness of the message and aims to encourage consumers to stay vigilant, while leading by example.
“While most of us know how essential it is to wear a mask, a lot of people still don’t realise the importance of wearing it properly. With this new ‘Mask Hai Mazaak Nahin’ campaign by Savlon Swasth India, we have tried to educate people about this in a fun way and hope that it instills a positive behavioral change,” says Nasar Husami, Group Creative Director at Ogilvy.
About the ITC Savlon Swasth India Mission
Unveiled in 2016, the ITC Savlon Swasth India Mission encourages behavioural change about hygiene amongst children through engaging and entertaining educational initiatives. The initiative has been able to reach more than 5 million students across 15,000 schools in India and continues to enable children as champions of change for health and hygiene.