The coronavirus has taken the world by storm. The pandemic has created a health emergency worldwide and forced people to stay indoors. It has impacted
The coronavirus has taken the world by storm. The pandemic has created a health emergency worldwide and forced people to stay indoors. It has impacted nearly all businesses, and the worst-hit are only-offline businesses and those which generate demand out of them. The crisis has made front line leaders reconsider their strategies to keep businesses running.
When the world is struggling in the wake of an economic crisis, healthcare crisis, leadership crisis, how are different brands dealing with this unfortunate situation?
Some brands have taken to their social media accounts and communicated as responsible businesses. McDonald’s separated its golden arches, Kismi toffee showed the couple in the popular ‘kissing couple’ logo apart, and Amul put out a series of messages stressing on no-contact. Coca-Cola, Audi and Volkswagen have also joined the row tweaking their logos and taglines to spread the message of social distancing. When people are struggling with their mental health, dealing with layoffs and learning the “art of living”, the right kind of communication with the consumers can make or break a brand!
Many brands have started producing sanitisers, PPEs, and other equipment to meet the increasing demand for such items. Where brands like Emami, Nivea, Cipla Health have started producing sanitisers, brands like Karla Colletto, Louis Vuitton, Prada, Kering, H&M are producing masks, gloves and other medical equipment. Several local and unorganised players have also entered this space. The question is that should brands continue this production once things get back to the “old normal”?
Along with governments and locals around the world, brands have also played their part in lending moral support to the essential workers, for instance, Cadbury Dairy Milk has replaced its logo with the words ‘Thank You’. Also, due to the supply chains of even the biggest FMCG companies hit due to travel restrictions, low labour availability and most employees working virtually, brands like Swiggy, Zomato, Domino’s, Cipla, PhonePe, ShopClues, Amazon have started delivering essential items to doorsteps (ensuring the no-contact delivery). Some top brands such as Nestle India, Britannia Industries Ltd, Marico Ltd, J&J Consumer, Dabur India Ltd, Tata Consumer Products, Mondelez India, etc. have partnered with the Government of India for Suraksha Stores. Brands have also donated a part of their revenues for different COVID19 relief funds.
Some people are even struggling to stay indoors. Brands are treating this as an opportunity to bond with audiences who currently have some free time on their hands. Campaigns like ‘Legends on Unacademy’ with celebrities like Virat Kohli, Anushka Sharma, or Oppo’s #StayInWithPassion, video series like Filmfare Lockdown Conversations, or advertisements like Dabur Amla’s ‘Apne Jadon ke saath Rishta Banao’ or tactics like DoubleTree revealing its coveted chocolate chip cookie recipe; all aimed at keeping consumers positive in hopes of strengthening brand recall.
In these times, brands must aim at fostering relationships with customers. This will help them in the post-COVID situation.