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.

Designer masks on Myntra

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.

Related Articles

M-Express – Delighting Customers at Lightning Speed

Myntra customers share their M-Express experience.

The Story of Building Myntra Live…Through the Lens of a Product Manager

Multiple teams came together to create this one-of-a-kind platform.

Myntra Big Fashion Festival fuelled the growth of fashion, beauty and lifestyle brands on the back of strong customer demand

The event welcomed a record 1.2 million new customers from across the country.

Myntra Urges You to Stay Alert, Stay Safe

Myntra requests you to make note of a few things to avoid any fraudulent activities in your account.

Myntra Urges You to Stay Alert, Stay Safe

Myntra requests you to make note of a few things to avoid any fraudulent activities in your account.

Parents at Myntra share their excitement about the launch of Teens Store on Myntra

The one-of-a-kind Teens Store is a dedicated shopping alley for teenagers.

Five products from coveted French natural skincare brand, Caudalie, that you must try on Myntra Beauty

The Caudalie skincare products are natural, plant-based and very effective.

Myntra Beauty Onboards Jeffree Star Cosmetics this EORS, and We Can’t Keep Calm

Now you can shop your favourite products from Jeffree Star Cosmetics right here on Myntra!

Ahead of EORS, Myntra Brings Popular American Tween Girl Brand Justice to Its Platform

Myntra is expanding its tweens wear category with the launch of American tween girls’ brands – Justice.

Here is why you cannot miss EORS 15

The nation's biggest fashion carnival event, EORS, is almost here!