Dollar Urges People to Not Bring the Virus Home in Light-Hearted Campaign

As the government begins lifting lockdown restrictions across the country and people slowly braving out of the safety of their homes, Dollar Industries Limited, India’s leading innerwear brand, has stepped in with a new range of anti-viral products. To promote the unique 'anti-viral' products in the India market, Lowe Lintas Kolkata has conceived an entertaining campaign for its range of anti-viral masks.

Speaking on the product innovation, Vinod Kumar Gupta, managing director, Dollar Industries Limited, said: “We have tied up with global leaders HealthGuard, Australia – who have, over the last three decades, dedicated themselves in the research and development of preventive technology solutions against all kinds of anti-microbial and anti-viral agents. Armed with this global technology that promises 99.94% effectiveness against Coronavirus, we have taken it upon us to pioneer a complete anti-viral range of mask, briefs and vests under the Dollar portfolio.”

The campaign conceived for online media by Lowe Lintas resorts to light-hearted content to drive home the serious point about health and safety. The campaign film opens with the groom making it to his wedding all alone for the fear of spreading the virus. In a shocking sequence, the bride-to-be shuts the door on his ordinary-masked face and reprimands him for bringing the entire baraat (wedding party) of the virus along with him. It drives home the point that no matter how hard we try, ordinary masks can't stop the virus from coming home with us.

Dollar's Anti-viral masks have a protective layering that kills the deadly virus as soon as it comes in contact, keeping the wearer safe from the clutches of the virus. 

Speaking about the campaign, Janmenjoy Mohanty, regional creative officer, Lowe Lintas, pointed out: “We see this as a mask that can change the conversation. While people have been obsessing about safety when they step out, Dollar wanted to highlight the importance of being safe while returning home. And so was born our thought - 'Don’t Bring the Virus Home'. An idea that is true to Dollar’s new spirit of Wear the Change”.

The campaign is being promoted across the brand's online platforms.