NEW DELHI: As we all don masks to lead our daily lives in the new normal, in some ways we've all attained a degree of uniform anonymity. With most of our faces covered up, it's as though our true selves – who we are as a human – are also hidden. In light of this, Urban Company’s has unveiled the #WearASmile campaign, which aims to allay the diminished human element between consumers and professionals, by adding a smile to the face mask.
Under this initiative, all service professionals will be issued face masks with a smile on it. The company believes that while masks keep consumers and service professionals safe, they make people (service professionals) invisible by hiding their faces and humanity. To this effect, all professionals on the platform will be issued face masks with smiles on them – as a small reminder of the human behind the mask, and a way to humanise the mask itself.
Urban company director - marketing Tarun Menon said, “For our service professionals, masks hide their faces, making them unrecognisable; hiding the individuals behind the masks. Through the pandemic, we’ve heard stories from around the world that have reaffirmed our faith in the indomitable human spirit. Our intent with this small change to the masks our service professionals wear is to make the face mask in itself a little more human, with the smallest of reminders of that unbeatable human spirit – a smile.”
Brands such as Uber, OYO, Big Basket, Ola Money and Pharmeasy have extended their support to this initiative – some will change their social media display pictures across platforms to their logos with smiling face masks on them in support.
In addition, Urban Company’s app icon will also change to reflect the new smiling mask being issued to service professionals. At the outset of the pandemic, Urban Company was one of the first brands to add a face mask to their app icon, underscoring its commitment to offering safe services.
So, be it on the mask or underneath it, smile. After all, a smile is a curve that sets everything straight.
