Page 26 - Seniors Toady - September Issue 2020

know that life in the time of coronavirus is the best advertisers did not portray the
increasingly a life lived online which has correct way of wearing masks, as in this
led to an acceleration of digital adoption and ICICI Lombard ad where the man in the
e-commerce. Time spent with certain media commercial seems to be wearing his mask
channels has increased during lockdown, so ‘Indian style’ on his neck instead of covering
we are adapting to these changes, shifting to his nose and mouth.
a greater focus on in-home channels versus
out-of-home.”
As Mr Braams says, the change in
consumer behaviour has been the biggest
challenge for advertisers. For example, we
may have given up the handshake forever.
Suddenly safety, that was once considered
a basic need in Maslow’s famous needs
pyramid, has become top-of-mind and a
primary benefit that advertisers can offer. Some brands tried to be helpful to
Others have depended on reassuring consumers, empathising with their
consumers and helping them out of the condition during the lockdown. For example,
depression caused by the pandemic. one major impact on our lives was the
closure of the salons which led Anand
Mahindra to show his admiration for
barbers on Twitter.

Sunsilk, one of the country’s longest
standing brands, tried to innovate by
focusing on the work-from-home culture.
No haircuts meant that most women were
struggling with their hairstyles, so their
commercial focused on the most sensible
hairstyles to use during the lockdown.

Safety measures
Post-pandemic advertising seems to have
taken up the role of including mask-wearing,
sanitising and social distancing to keep in
line with the times. But sometimes even

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