Cannes Lions

Mukhota - Life Saving Mask

KINETIC, Mumbai / KINETIC / 2016

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Case Film
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Overview

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Overview

Description

MUKHOTA

The Life Saving Mask :

We found that fishermen across the villages carry a mask called a MUKHOTA on their fishing boats.

As cultural beliefs these mask is used to keep them safe and ward off evil spirits and danger.

So we turned these MUKHOTA masks into simple alarm systems that warned fishermen as they got dangerously close to these invisible sea boarders.

We attached a simple GPS system with pre-loaded distances, which was used to measure and track their boats latitude and longitude positions.

Once they got to close to an international sea boarder the alarm was triggered and alerted the fishermen in real time to turn back.

Having held educational classes throughout the villages we explained how the new masks worked, the fishermen quickly chose to use them.

Execution

We turned MUKHOTA masks into simple alarm systems that warned fishermen as they got dangerously close to these invisible sea boarders.

A simple GPS system with pre-loaded distances was attached, which was used to measure and track their boats latitude and longitude positions.

Once they got to close to an international sea boarder the alarm was triggered and alerted the fishermen in real time to turn back.

We have distributed over 2000 MUKHOTA in twelve days to fishermen across coastal villages in India and to date they have been activated over 15, 000 times in multiple regions.

Outcome

The MUKHOTA mask have been activated over 15, 000 times in multiple regions at Fishermen boats.

The Campaign has been covered in local and international media helping us raise more awareness about their cause. And was featured in a 10 min documentary on India TV.

The Indian Navy Coast Guard has said recommended this idea to be implemeted across India.

More importantly the MUKHOTA has helped thousands of Fishermen in India, return home safely to their loved ones everyday.

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