MAM
Report on Shemaroo

Brands and consumer sentiments during Covid2019

This is the time when the boys will turn into men, and brands will mature to super brands

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/05/28/Amit%20Tripathi.jpg?itok=i42ZrJqL

The Covid2019 pandemic is something that has affected the entire globe. Since the initial spread of the pandemic in India, the announcement of lockdown, and the scenario in the present day, consumer behaviour has undergone a drastic shift and driven purely by the changing emotions that this pandemic is causing with each passing day.

The sentiments of concern, safety and care for their near and dear ones are the most dominant ones. The fear of getting infected with the virus, having enough essential supplies, losing loved ones, the wavering economic conditions, or just job security is dominating everyone’s mind.

There are two major emotions that have come out of the Covid2019: anxiety and hope.

“You cannot control what happens to you, but you can control what you do about it.” A very old saying, but most apt for the given situation that the world is finding out. As communicators, we believe that this is true for brands as well.

In times of crisis, misinformation and speculation get multiplied given the growth of the WhatsApp generation. This in itself is one of the biggest causes of anxiety that the consumers base as a whole is subject to. According to a recent study done by Kantar, 75 per cent of the respondents felt that brands should not exploit the health crisis to promote their products and brands. An equal number of people also speak about expectations from brands to be helpful and support in these times.

It is our firm belief that in times of crisis such as this, a brand should simply go back to the drawing board and ensure that they do the basics right. This is also a time where all your stakeholders, external as well as internal, are looking to the brand for that ray of hope where they get the confidence that everything will eventually fall in place.

Some thoughts that we are following and recommending our brands to follow as well.

Redraw communication plans: The communication strategy and approach of brands is undergoing a radical change during these times. We believe that it is time for marketers to leave behind their focus towards selling and bring in basic values in their messaging. As a communication partner, we have been working with the brands under our custodianship to focus more on their purpose rather than their products.

Reflection of values: The brand communication needs to have a reflection of values such as empathy towards others, sensitivity to the situation, relevance to the topic, show of care and compassion, and thorough transparency. This is also the time in communication when consumers are forming an opinion on the brands based on their ability to appreciate the hardships that the world faces.

Be helpful: At this point of time, there are going to be a lot of frustrated souls out there. Those who are walking the 1000 miles or those who are locked up in their houses, no matter what their state, they are confused and troubled. Brands that are going to be helpful will be remembered for a long time even after this pandemic. These are times to earn loyal followers.

Communicate only if required: It is essential for brands to understand that being relevant is the key. Push strategy will definitely not work in this hour. It is crucial to have minimal yet a powerful communication with your audiences.

Communicate Internally: Crisis communication internally is as important as external. Don’t avoid communicating internally about risks and challenges faced by the business in these trying times. Ensure that the entire hierarchy understands the position and communicates the same across board.

Educating consumers: Not every brand is going to be directly impacted with Covid2019, but at the same time no brand is going to stay untouched, either. Some industries will see a surge in demand while some face real hardships. The brands must act as an influencer and participate in relevant and necessary communication which educates the customer as well as helps them see through these times.

We are going through uncertain times and the constant rising death numbers aren’t doing any good to our morale. However, this is also the time when the boys will turn into men, and brands will mature to super brands and communication will play a very big role in this journey.

Be safe. Be responsible.   

(The writer is managing director at IdeateLabs. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/nata.jpg?itok=gbQacg50
Central’s new Insta-web series says #WomenWearItBetter

Women’s Day is all about celebrating the true essence of being a woman. To capture the same, Central has released a campaign called #WomenWearItBetter this Women’s Day.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/ad.jpg?itok=GOEL03Gt
Adidas celebrates Women’s Day with Watch Us Move campaign

In the run-up to International Women’s Day, global sportswear giant Adidas has launched Watch Us Move – a campaign to celebrate womanhood and their freedom of movement.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/green.jpg?itok=GVUWJUSx
Khud Bane Ho Toh, Greenply Banta Hain salutes the resilient human spirit

Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/jl.jpg?itok=zKBzCkNx
Jaguar Land Rover to lay off a third of India workforce

Tata Group-owned Jaguar Land Rover (JLR) is undertaking its biggest ever retrenchment drive in its India operations, slashing its workforce by nearly a third, according to a report by Business Today.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_164913_800_x_800_pixel_0.jpg?itok=1Phc1LM1
Why Havells’ new ceiling fan is actually a ‘Feeling Fan’

MUMBAI: Leading FMEG Havells India has rolled out a new advertisement campaign for its technologically advanced ceiling fan category. Conceptualised by Mullen Lintas Delhi, the campaign “It's not just a fan, it's a ‘Feeling Fan’” showcases IoT (Internet of Things) enabled smart features like voice...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_160424_800_x_800_pixel.jpg?itok=aaC2jIRo
Ahead of Women’s Day, Reebok says ‘It’s A Man’s World’

MUMBAI: British-American footwear and clothing company Reebok has launched its latest campaign titled ‘It’s A Man’s World’ in association with MADWOMEN, an all-female creative collective. The campaign unveiled in the run-up to Women’s Day, featuring two collections comprising six iconic sneakers,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/cn.jpg?itok=U_UfaKjX
Chingari celebrates woman power with #SheGotSpark

MUMBAI: Homegrown short-video sharing platform Chingari is celebrating women power with its distinctive campaign #SheGotSpark. Find women from every walk of life as they share their courageous stories of proving themselves via their videos. The chosen few motivational videos get featured by...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/wpp.jpg?itok=QGpAFfmh
Facebook’s Dave Rolfe moves to WPP as global head of production

NEW DELHI: WPP has appointed Dave Rolfe to the new role of global head of production, WPP and Hogarth. Rolfe, who was most recently head of production for global business marketing at Facebook, will be based in Hogarth Worldwide, WPP’s creative production arm. He joins in March, reporting to WPP’s...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/q.jpg?itok=5GvkGIAf
Adaptability & speed key factors to get through tough times: SBI General’s Shefali Khalsa

That India’s banking and finance sector has witnessed explosive growth and expansion ever since the era of economic reforms was launched nearly three decades ago is not news. That this growth also fuelled new windows of employment opportunity for women in the BFSI sector is however not so well...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required