MAM

Marketers, agencies adopt socialistic approach in times of Covid-19

Companies are actively responding to customers and employees on the pandemic.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/30/social.jpg?itok=P0jIjy_5

NEW DELHI: One thing that the ongoing lockdown, imposed in view of the global pandemic of Covid-19, has managed to do is to drastically increase the digital consumption in India. As per a BARC report, launched Friday in association with Nielsen, smartphone consumption has seen a surge of 6 per cent in the week starting 14 March as compared to the last two weeks of January.

This gives brands and marketers a splendid opportunity to tap the consumers online and use their marketing monies smartly to spread awareness about the pandemic.

And a number of brands have brilliantly succeeded in doing so already. Audi recently shared its emblem as four separate circles on Instagram, Dettol managed to make viral a handwash jingle on TikTok, and Domino’s, in a very quick reaction to the pandemic, made some changes on its app and announced contactless delivery.

DViO Digital founder and CEO Sowmya Iyer says, “For Gaana, we did a 20-sec hand wash activity, where we gave the audience phrases to sing for 20 secs to know they have washed hands for 20 secs.”

Speaking about the responsibility that the brands and marketers shoulder these days, Logicserve Digital founder and CEO Prasad Shejale says, “Considering the severity of the pandemic, it is the responsibility of brands as well as creators too, to contribute towards raising awareness during such times and help share the right information with audiences. Focus on educating, entertaining (since everyone is working from home and spending a considerable amount of time to consume good content) and empowering the consumer. In case you are in a position to offer a solution for this, that can definitely earn you brand equity in a legit way.”

Germin8 Solutions CEO and founder Ranjit Nair adds that brands should show their human side and demonstrate that they stand should-to-shoulder with everyone. "They should show that they care about keeping their employees safe. That they are committed to ensuring that essential supplies get to people who need it. They should be calm and reassuring in their tone and try to be genuinely helpful.”

Scenic Communications co-founder Anindita Gupta notes that there has been a lot of conversation around how we can be safe, the precautionary measures one should take to avoid the disease and how businesses are being affected, but there has not been much conversation around how to cope up after the disease subsides. "Brands should utilise networking platforms to connect with their various stakeholders and make them aware of how they are planning to cope with the situation after the pandemic and subsequent lockdown subsides. Brands can have webinars and virtual panel discussions to drive home meaningful conversations around the topic.”

Information is a critical piece that needs to be filled in by trustworthy sources. Triton Communications Executive Director Virendra Saini says, “Brands need to express concern and be there for people. They could make a chatbot available and ready to answer any questions people may have regarding the virus. Even if it does the simple task of redirecting people to relevant sites, it would help a lot. Brands can also amplify messages of precautions from WHO and national authorities in an interesting manner that makes consumers take notice and act. Alternatively, they can help people do something meaningful with their time during the lockdown.”

Iyer says, “Brands should keep their advertisements and messaging relevant to the current situation to include various social distancing protocols as well as precautionary and proper hygiene measures. Real-time tracking technologies can also map the rapid spread of the disease, to keep the population apprised of the rapidly increasing threat. We are also seeing chatbots being deployed by the government and brands to clear queries and conduct an analysis of their symptoms to determine the risk factor."

Taproot Dentsu strategy head Anand Murty, however, notes that brands need to be really careful with what they put out as this isn’t a situation for brands or agencies to peddle products or indulge in tokenism.

He says, “If, however, a corporate entity has the tech or other capability to genuinely contribute towards urgent requirements in times of a crisis - it ought to do so, by leaving brand associations behind. The best work brands and agencies can do at this time is to stand solidly behind their employees, encourage them to heed the advice of scientists and government directives and wait for the storm to pass.”

Elaborating more on the same, Mirum India joint CEO Sanjay Mehta shares, “Not all communications that a brand does is marketing communication, and sometimes, the need is to do communication of empathy. If the business has a direct relevance to the times, e.g. healthcare brands, or food delivery brands, or retailers selling essential supplies, etc., there is a strong need to convey how their services are being offered, what care they have taken to ensure that they are not contributing to any spread of the virus, etc.”

He continues, “For other brands, it may be a good time to still convey a message of concern for their customers and some message around safety and health. If brands are doing interesting things coping at this time, whether for their employees or for other stakeholders, including partners, vendors, shareholders, customers, etc., they can convey what they are doing, for purpose of inspiration and also as a matter of reassurance to all stakeholders. Finally if one is in tech space, one can also evolve unique solutions that work during this period.”

There are brands and agencies who are taking a more holistic and creative approach, not just to interact with consumers but also their own employees.

Metro Brands VP marketing and e-commerce Alisha Malik says, “To help our customers deal with the current stressful times, we are planning on various digital strategies, that will not only help us engage with our customers but also motivate them and spread positivity. We are exploring relevant content that can help educate and spread awareness about, staying indoors or adhering to social distancing as well as content that encourages them to constructively spend their time at home in a qualitative manner.”

Supari Studios CBO Shirley D’Costa highlights, “At a time like this, be it a brand or any entity, it is absolutely critical that your human side comes to the fore: what are your values, your beliefs, and what do you truly stand for.  On that front, brands need to put out any messaging that only helps address concerns, assuage anxiety or adds to people’s general well being - be it through tips, help lists, etc. If not relevant and useful in these times, if it isn’t actually helping anybody, don’t do it. At Supari Studios, we strongly believe that the coming months are not just going to be about business as usual, but about business (with a lot of heart) as usual.”

Healthcare startup 23BMI co-founder and CEO Kuonal Lakhapati shares that the company has been sharing a lot of immune-boosting recipes on its social media channel. "We have been actively writing blogs mentioning precautionary measures against COVID-19 and sharing interesting nutritional knowledge to keep the health intact in the time of distress.”

The Mavericks digital specialist Archit Agarwal reveals that they are using digital platforms to celebrate their team members, who are now working anywhere between twelve and fifteen hours. “We in fact started an Instagram handle for our company just to engage with our team members and create content about and for them so that they share it on stories which we have found to be a point of motivation during this lockdown period.”

GenY Labs Pvt Ltd co-founder and CEO Ravi Jain notes that they are enabling brands in India and overseas to help them make a meaningful difference during the hour of crisis.

“Case in point is how GenY Medium is helping a chain of diabetes care in Canada and inform its consumers of ways to prepare better for Covid-19 since they are more vulnerable. For a leading organic foods brand, GenY has created a series of videos showcasing #CoronaWarriors, to encourage people to help those in need,” he concludes.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asian.jpg?itok=cQo__7-e
Ogilvy Mumbai's campaign for Asian Paints assures great painting with safety

MUMBAI: In the new normal, every business is finding new ways to minimise the effect of any disruption to their stakeholders. And category leader Asian Paints is setting a precedence with its newly launched Safe Painting Service. This service promises great looking walls while ensuring safety for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/hul.jpg?itok=S1cN6IXR
HUL donates over 74,000 testing kits to tackle spread of Covid2019 in India

MUMBAI: Hindustan Unilever Ltd (HUL) has donated 74,328 RT-PCR Covid2019 testing kits worth Rs 13 crore to help ramp up testing of patients in the country. The Maharashtra government has received about 28,800 RT-PCR testing kits to help in the early detection of Covid2019. Others who received the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/piyush.jpg?itok=LHJMUUaV
I will stand as the captain of the ship and hold my people together: Ogilvy’s Piyush Pandey

MUMBAI: During the show Media Dialogues, Ogilvy executive chairman Piyush Pandey spoke to Anuradha Sen Gupta on CNBC-TV18 about the impact of Covid2019 pandemic on the advertising world. He weighs in on how the advertising agency business has been impacted by Covid2019. Excerpts: Have there been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/bajaj.jpg?itok=ibiredcG
Bajaj Finserv, Vivo launch #EMINetworkPowerplay

MUMBAI: Bajaj Finance Limited, the lending arm of Bajaj Finserv, has partnered with Vivo to launch its #EMINetworkPowerplay encouraging participants to play an online trivia game and win Vivo smartphone and other exciting prizes daily. The campaign, based on the theme of cricket, aims to keep the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/merr.jpg?itok=mSOZ7tR3
MARRIOTT INTERNATIONAL PREPARES TO WELCOME BACK GUESTS WITH A LIMITED TIME OFFER-SAVE NOW, STAY LATER!

Marriott International has announced the launch of a steal deal! A limited time offer curated specially for their hotels across South Asia. Starting today, guests can avail of any of the 3 complimentary offers while making their bookings till 30th June 2020. Whether booking for leisure or business...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/eart.jpg?itok=AAWe6jlM
Actimedia PR & Digital launches new vertical ~ActiMedia Earth

Two-decade old PR and brand communications company Actimedia|PR & Digital, is launching a new vertical ‘ActiMedia Earth’ offering brand building, PR and digital expertise at highly competitive rates to environmental conscious corporates, NGOs and organisations dedicated to sustainability. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/blood.jpg?itok=t4CiMBbf
Renowned celebrities urged people to register themselves as potential blood stem cell donor and be a lifesaver

This World Blood Cancer Day, DKMS BMST Foundation India, a non-profit organization dedicated to the fight against blood cancer and other blood disorders, launched their digital campaign #ItsYourTurnNow with an aim to create awareness on the importance of registering as a potential blood stem cell...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/mcdonal.jpg?itok=C3pQXK3U
McDonald’s India paves the way for the new dining experience in the post Covid2019 world

MUMBAI: As the country gears up to come out of the two-month long Covid2019-led lockdown, Westlife Development, the company that owns and operates McDonald’s restaurants in West and South India, is all set to open its doors for its customers once again. The company has led the way for the industry...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/deepamala.jpg?itok=r307ywNN
'The Visual House' launches #LetsDiscuss, an initiative to start a conversation around serious issues and the light

The Visual House, New Delhi, an award-winning production house and integrated communication agency launches a new series of videos titled #LetsDiscuss. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required