Myntra Goes ‘Behind the Mask’ to Help Karigars
As COVID-19 continues to disrupt the various facets of our lives, some sectors in our society have borne the brunt of it far more than others. In an attempt to support and aid the worst-hit communities, we have joined hands with Condé Nast India and an incredible team of some of India’s top designers, to launch ‘Behind the Mask’, a multilayered social awareness campaign. As part of the campaign, we have launched masks that are inspired by Manish Malhotra, Tarun Tahiliani, Anita Dongre, Gaurav Gupta and Rahul Mishra.
Unveiled with the motto “behind the mask, we are one,” the campaign was created as a call to action to help the Indian artisans or karigar behind the scenes of our textile industry, who are among the worst-hit by COVID-19.
Alongside promoting the wearing of masks, the objective of this campaign is to raise funds for the artisans and donate all profits from the sales of these masks to GiveIndia.
The campaign is fronted by a five-episode TV series, by each designer and is LIVE on the Myntra app. Set in the backdrop of their homes, the series gives us an intimate peek into the lives of the five designers, as they each create prototypes of their respective masks by borrowing elements and designs from Indian art and culture. At the end of each episode, the designers would have created a collection of four unique masks that are now available on Myntra.
Myntra’s role in producing and selling the unique masks adds to the perfect execution of this meaningful campaign. With the help of our country-wide reach, the unique masks will be able to reach millions of shoppers across the country, thereby supporting this cause the Myntra way.
We at Myntra are proud to be a part of this extraordinary collaboration that not only seeks to help the karigar, the backbone of Indian art and culture, but also spreads awareness and the message of love and kindness in a way that inspires creativity and style.