Work In India: Mukhota’s Life Saving Masks

  • Challenge

    Protecting the lives and communities of village fishermen in India by preventing their arrests due to the illegal crossing of sea borders.

  • Solution

    Our inspiration came from a local mask called Mukhota, which fishermen carry on their fishing boats to ward off evil spirits and danger. We turned these masks into GPS-activated alarm systems with pre-loaded distances that warned fishermen of the boat's position as they got close to invisible, international sea boarders.

  • Result

    Over 300 masks were distributed, helping thousands of fishermen return home safely. The campaign was highly visible across channels, from The Hindu and Advertising Age to a ten-minute documentary that aired on television. Mukhota’s Life Saving Mask won multiple awards from The Drum and The Abby's.