Dream Theatre launches 'Smiley Masks' to support migrant workers affected by the pandemic

The company has joined hands with The Smiley Company & Shivatex Industries to produce SITRA-certified masks, the proceeds of which, in part, will go to the underprivileged

e4m by exchange4media Staff
Updated: May 20, 2020 11:48 AM
Dream Theatre

Brand management and licensing representation company Dream Theatre has joined hands with The Smiley Company and Shivatex industries in response to COVID 19 to launch the SITRA-certified 'Smiley Mask.'

When someone buys the mask, a part of the proceeds go to FeedMyCity an initiative of KVN Foundation, which is doing exemplary work by providing food to millions of migrant workers affected by the pandemic.  

The masks sport Smiley designs, a brand associated with happiness and the power of positivism for more than four decades. The masks are structured as an outer polyester layer and inner soft cotton with a filter inserted between the two layers. The filter is SITRA ( South India Textile Research Association) certified PFE 98.96%and BFE 99.35%,  and is based on the same testing parameters as N95 and N99 masks. A unique design feature is a nose bridge insert which keeps the masks away from the nostrils during inhalation, allowing for better airflow and eliminating the suffocation like feeling which other masks tend to have. Elastic bands that fasten around the head and tubular provide comfortable fitting. The masks are washable up to 40 times and with filters that change every 15 days, have a far higher usage period in comparison to the N95 and N99 masks which have a recommended use of not more than 10 times. The multiple-use and changeable filters also make the Smiley masks the cost-effective option available with a price of Rs 199 for the one mask plus two filters pack.  In addition, Rs. 10 / mask is donated to FeedMyCity. The website www.spreadthesmiles.in provides updates of how the purchase linked donations are directly impacting the underprivileged communities and frontline personnel.

There are currently 5 Smiley designs on offer and more designs getting added, allowing wearers to choose the Smiley design that describes them best. The masks will be available on Amazon, Nykaa, Ajio and leading pharmacy chains. Standalone stores and chemists are in the process of getting added to the distribution channels and will also start retailing the Smiley masks soon. The masks are also available for institutional purchases.

 With masks becoming an everyday reality, even in the medium and long term, the Smiley masks with its combination of protection and design innovations,  and social contribution is the most attractive and socially responsible mask option available today, providing protection, durability and most importantly, the opportunity to support the millions affected by the pandemic.

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