Five of India's leading fashion designers – Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra kickstarted a new social awareness campaign called Behind the Mask, to support the karigars (craftspeople) rendered jobless by the pandemic. In a five-part series, for TLC and streamed on Discovery Plus, each designer will give an intimate peek into their lives during the pandemic as well as create a prototype of a mask using elements from Indian art and culture. These designs then serve as inspiration for five unique mask collections, each an ode to a craft or a community.

To execute this project, Condé Nast India brought on board Myntra to produce and sell the masks and Give India to ensure the profits from the sales reach the right NGOs.