Advertising campaigns correspond to rapid changes in the market



Mumbai: Fifteen months and two widely varying waves of Covid have resulted in rapid changes in consumer behavior across categories. While there was stress over appropriate behavior at Covid last year, this practice has now become hygiene. Over the past year, consumer purchases have also shifted dramatically to digital, despite issues on the supply side. However, the brutal second wave made the consumer more arrogant.
In keeping with the situation, brand communication has also changed. In the “Dettol Salutes” campaign, Reckitt replaced the brand’s logo for the first time with photos of selected people who stepped up during the pandemic to help others. Dilen Gandhi, Regional Marketing Director (Health and Nutrition) of Reckitt, South Asia, said: “Indians are largely optimistic, but this was the first time we saw a change in mood where hope gave way. make way for fear, panic and despair. Dettol has been at the forefront and we wanted to remedy the desperation around us. Gandhi said that a brand must continue to be nimble and relevant.
If Dettol has been telling stories this year through its disruptive packaging, Lifebuoy launched a public service announcement earlier last year, encouraging people to use any soap, even a rival’s, to help prevent the spread of Covid. And this year, Lifebuoy launched a campaign (“It’s in your hands”), which was a direct appeal to the front-line consumer – doctors, nurses and social workers who, with a symbolic gesture of joined hands, begged everyone to play sound participate in good hand hygiene.
“What makes this post so unique, besides encouraging the use of any soap, is that for the first time a hygiene brand has gone beyond encouraging simple hygiene habits to talk. other public health measures essential to stay protected, “said a spokesperson for Hindustan Unilever (HUL).
Likewise, Domex relied on its core disinfection messages even as the situation began to normalize earlier in the year. With the start of the second wave, the brand amplified the message.
HUL says it is relevant to distinguish between discretionary categories and categories / brands that operate on the front line. “In line with this distinction, it is necessary and only empathetic that brands also develop a differentiated approach to how they communicate with consumers. Therefore, keeping sensitivities in mind, our “non-frontline” brands were relatively low-key in their reach. Other than that, it makes sense that when many parts of the country faced blockages during Wave 2, discretionary categories reduced communication, ”the HUL spokesperson said.
Some brands have adopted a strategy to remain silent during the grim second phase. But marketers believe brands should keep talking to consumers, like a friend would, through thick and thin. Subramanyeswar S, Group Strategy Director at MullenLowe Lintas Group, said: “The unexpected second wave of this year has completely derailed people. Each family had a story to tell. A plethora of puzzling doubts invade the minds of the consumer. Unlike last year, people have money, but they are not spending. They withhold spending for fear of unforeseen or unforeseen health care needs. Brands need to communicate to remove doubts in people’s minds.
Euronics CEO and Managing Director Viknesh Jain, however, said that during a “scary phase”, communication on behalf of a company should be done internally rather than externally. “Actively promoting your products and services can seem excruciating when people are in physical, mental and emotional pain. You can always stay in touch with them by really taking care of them, ”said Jain, whose company has seen an increase in demand for touchless toiletries and also products like touchless sanitizer dispensers. . Empathy, Jain said, is essential at times like these. “Brands that take advantage of this time to operate commercially will not fare well. Companies should move away from a hard-core business strategy and instead focus on the message of longevity and well-being, ”Jain said.
Since convenience and value will play a key role in the future and young people will demand brands with a purpose, Subramanyeswar said the trust multiplier will be a key factor in the brand’s motto. “We advise brands not to remain silent or absent from the consumer’s life during this difficult phase. We ask them to have a constructive dialogue, but don’t try to buy or entice consumers with discount messages, ”Subramanyeswar said.
Gandhi said that if a brand has something meaningful to say, it needs to be expressed. “Brands must learn to change their strategies by adapting to constantly changing consumer behaviors and their consumption patterns. It is more crucial than ever for brands to be active, relevant and up to the expectations of their consumers, ”said Gandhi.


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