‘Behind The Mask’ Series: Collaboration Of Myntra, Vogue India & GQ A Big Fillip For Artisans In Pandemic


Mumbai: The collaboration of Myntra with Vogue and GQ for a significant campaign- ‘Behind The Mask’ aims at creating social awareness around personal safety and also social upliftment, during the times of a global pandemic.

The campaign with Myntra is primarily helmed by a five-episode video series, with a call-to-action that benefits Indian karigars (craftspeople), who tirelessly work behind the scenes of the Indian textile industry. Needless to say, these artisans are also among those worst hit by the pandemic.

These videos ‘unmask’ five of India’s leading fashion designers — Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra — on film, giving an intimate peek into their lives during the pandemic.

In these episodes, each designer creates a prototype of a mask using elements from Indian art and culture. These designs serve as an inspiration for five unique mask collections, each an ode to a craft or a community. The masks, inspired by the designers’ prototypes will be mass produced, and the funds raised from selling the collection will go to welfare of the karigars.

To execute the project, fashion and lifestyle brand Myntra will produce and sell the masks, while the Discovery networks will broadcast and stream the episodes.

The project was entirely conceptualised and produced during the lockdown period when nothing but only the ‘essentials’ were permitted. The making of the video series is a case study in itself, with everything from conceptualising to scripting and shooting done remotely.

Using mobile phones and digital cameras, with extensive notes from the director and DOP and briefings over video calls, the team managed to pull off these videos, that too in broadcast specifications.

“Behind The Mask is an extraordinary initiative, a coming together of enthusiastic and dedicated folks for a common, but profound cause. We wholeheartedly appreciate the efforts of Condé Nast and are proud to be a part of this ‘one-of-a-kind’ association. Our wide shopper base and reach, will enable these masks, inspired by the concepts of India’s leading fashions designers, to reach millions of consumers across the country, thereby supporting this fundraiser campaign in a big way,” Myntra CEO Amar Nagaram was quoted as saying by TimesNow,

Moreover, it is noteworthy that Myntra will be offering an assortment of 34 styles and 20 designs, which will be available in packs of 1, 4, 5 and 20.

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