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.
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.