Mask Filter Cloth Insertion in Live Paper
2021 Finalist

Mask Filter Cloth Insertion in Live Paper

The Times of India Group

Mumbai, India

Category Print

Overview of this campaign


The conceptualisation of this Innovation was a clear product of the unusual times that we all have been living in since March 2020, ever since the advent of the Coronavirus in India.

The honest intent behind this Innovation was to engage with the readers but in a manner that would add genuine value to their life.  We were keen to bring out a Print Innovation that would useful for the readers in their day to day life and veer away from being a gimmicky execution using special paper or special Inks.

By mid-2020, commercially available masks were in short supply as the consumers were hoarding the surgical masks (which were actually meant for the frontline Corona warriors). Through this Innovation, we sought to REASSURE the readers and EMPOWER them – that they need not depend on commercial masks to protect themselves from the coronavirus.

Effective masks could be easily made at home using simple steps and any cloth at home, especially using the Filter Cloth enclosed with that day’s paper (placed between page 2 and 3 of the paper). The Filter cloth was inserted through an automated process with no manual intervention so it was absolutely absolutely safe to be inserted in the homemade mask. An ad next to the inserted Filter cloth on page 3 had all the information on how the filter cloth was to be used to make robust masks at home.

In Noida (a Delhi suburb) and Pune, like-minded clients were drawn to this concept and we had 3 releases of this Innovation in The Times of India Noida (May 9,2020), The Times of India Pune (June 21, 2020) and Maharshtra Times Pune (June 28,2020) – each time with different advertiser(s) sponsoring this unique Print Innovation.


Results for this campaign

This Innovation reached readers in Pune and Noida (select areas). With 3 separate releases of this Innovation, we were able to reach approx 120,000 readers across The Times of India (Pune and Noida) and Maharashtra Times (Pune).

The innovation was lauded within the advertising community and readers also used the unique concept to make the masks at home.

Testimonial from one of the clients is as below:

“Fortis Hospital, NOIDA remains committed to the safety and welfare of our patients as well as society at large. As a part of this endeavour, we’ve joined hands with The Times of India in the #MaskIndia campaign that will enable people to make masks at home…. As a responsible hospital, we are following all protocols and adopting all safety measures for our patients & staff- this Innovation is an integral part of our multi-pronged approach in the fight against COVID infection.”



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