MAM

Enormous Brands decodes the lockdown consumer amid Covid2019

43 per cent spike in cable TV viewers during lockdown

Enormous Brands

MUMBAI: The stay-at-home mandate has changed the behaviour and attitudes of many Indians. Indians who were born and brought up asking for 'dhaniya' or 'mirchi' free from the vegetable vendors are now buying vegetables and other consumables without asking for prices. Stay-at-home orders have thus caused visible major shifts in people’s behaviour, according to a study by Enormous Brands.

Television grows strength to strength during lock-down

The study suggests TV still shines over OTT. 43 per cent see cable TV as the primary entertainment in the high-income households. 13 per cent across the sample size have re-activated their DTH / Cable subscription.

Interestingly, news has emerged as the new GEC. A staggering 64 per cent of TV viewing time is spent on the news channels. 43 per cent believe that news reporting is unbiased and 27 per cent believes that there is a clear indication that a few news channels are supportive of a particular political party.  

Newspaper poised for a strong return

Lots of international researches suggest 21 days can break or form a habit. However, this study suggests otherwise when it comes to a daily newspaper. 74 per cent miss their daily newspaper and are waiting for the service to resume.

While 29 per cent have moved to reading newspapers online, only four per cent would unsubscribe from the hard copy. Looks like the newspaper is a habit like coffee that has grown on the Indian palette, making it difficult to part with.

India’s older adopt digital

The study shows a sharp increase, as much as 47 per cent adoption, among elders (55-65 years) of e-commerce – ordering milk, grocery and home essentials and paying through wallets / UPI.

The banks have been promoting internet banking for over a decade. In just the last month the data suggests that first time users have increased by 28 per cent. The maximum shift of 33 per cent is among the age group of 35-50 years age segments – this is the bankers' delight segment.

Covid2019 helps push the ‘Make in India’ agenda

42 per cent believe that there is an active and deliberate attempt by China to spread Covid2019 across the world for economic gains. This has led to a strong anti-China sentiment.

The data suggests that 47 per cent of Indians are willing to pay up to 25 per cent higher for Indian-made goods over Chinese-made ones. There is a strong sentiment that the world should unite against China to stop using China as the world’s manufacturer, even if it is cost-inefficient.  

Enormous Brands managing partner Ajay Verma said: “The young Indian population is behaving very differently from other parts of the globe. The study suggests a high level of optimism even in a situation that has brought the entire world in a lock-down and also showcased that households feels confident about the revival of the Indian economy.”

He further added: “This study was conducted to help brands understand how the current situation is moulding the habits, behaviour and attitudes of Indians. We believe this will help us shape client communication and offer strategic counsel in line with the prevailing sentiments of the consuming class.”

Follow Tellychakkar for the consumer facing news & entertainment

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/gayatri800x800.jpg?itok=VbrEmW5Q
Sequoia Capital hires Gayatri Vasudeva Yadav as CMO

MUMBAI: She built her reputation as a solid marketer building Star India, along with her boss Uday Shankar, as chief marketing officer and president – strategy & innovation. Now the dynamic marketing professional Gayatri Vasudeva Yadav has joined Sequoia Capital as chief marketing officer for...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/ogilvy.jpg?itok=3FpO4AQ4
Cadbury and Ogilvy's 'Heart Felt Thank You note' print campaign

NEW DELHI:  In today’s world, when digital is increasingly becoming the media of preference for brands, Cadbury and Ogilvy gave a refreshing twist to a classic way to reach out to 3.2 million people with a full page print ad that gave each reader a chance to fill in their personalised Thank You,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/westing.jpg?itok=afd7mzRd
White-Westinghouse forays into Indian market

NEW DELHI:  America’s largest consumer appliance brand White-Westinghouse announces its entry to the Indian market with the launch of its washing machines in India. Collaborating with the Indian manufacturing firm Superplastronics Pvt Ltd (SPPL) that is investing Rs 300 crore, the brand will launch...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/dairy.jpg?itok=HJALklQ6
Cadbury campaign #KahanGayiCadbury leads to new product

NEW DELHI: In a wildly unexpected step, Cadbury decided to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered - #KahanGayiCadbury? (Where did Cadbury go?)

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/adk.jpg?itok=NqzI8T5p
ADK Fortune produces short film ‘Raabta’

Coronavirus is here to stay and has changed and impacted the world in ways in more ways than one.  All communication for most part of this year has been focused on this virus. From saluting corona warriors, to public service messages urging people to wear masks and maintaining social distance. ADK...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/tac.jpg?itok=rfK06Ukq
The Advertising Club & MICA – School of Ideas Announcing Strategic Partnership to Drive Learning & Development for the A&M Category

The Advertising Club has been the category torchbearer driving the Media and Advertising industry’s growth and learning development agenda through curating engaging platforms like D-Code, Digital Review and Digital Debate Series amongst others.  These ideas exchange platforms have inspired young...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/rachit.jpg?itok=yqsSWt5w
Rachit Gupta joins Hero Lectro E-cyles as chief marketing officer

NEW DELHI: Hero Lectro E-cycles has a new chief marketing officer in Rachit Gupta. Gupta comes with a dynamic 12 years of experience in the consumer space. He was associated as a chief marketing officer with EazyDiner for more then two years and played a pivotal role in uplifting the brand's image...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/blue.jpg?itok=kDVP9vYQ
Bruce Clay India announces key appointments to drive growth in subcontinent

NEW DELHI: Bruce Clay India has appointed Ajay Chhabra as the new country head and Amitab Dev as business head for the region. Both Chhabra and Dev come with more than two decades of experience in the digital marketing space.  

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/shahi.jpg?itok=og9Tqwuh
Sashidhar Jagdishan appointed new CEO of HDFC Bank

NEW DELHI: The Reserve Bank of India (RBI) has approved Sashidhar Jagdishan as the next the chief executive officer of HDFC Bank. "The Reserve Bank of India (RBI) vide its communication dated 3 August 2020, has approved the appointment of Sashidhar  Jagdishan as managing director & CEO of the...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required