When the world came to a standstill after pan lockdown, due to Covid-19, it led to collapse for some businesses and start-ups. It was the worst nightmare for industries like Automotive, Airline, Hospitality, and Fitness, etc. Their share prices fell at all-time lows and some of them even exited from the business.
But some industries and businesses saw this as an opportunity. They decided to thrive in these difficult times and successfully managed to do so. So the question arises. How? How they planned to achieve their targets. The answer is Creativity. Covid-19 changed the way advertisements were being done in the past. Kantar figures show that since lockdown, 48% of consumers are using social media more; 46% are spending more time on the internet, and 38% have increased their consumption of online videos. So, online advertisement seems to be the way to go.
Some brands asked celebrities to create a selfie video and promote the brand. Dettol, for instance, has been running the #HandWashingChallenge campaign on TikTok that has garnered over 18 billion views and generated over 123,000 user participation videos since 14 March. The campaign leveraged Bollywood influencers such as Kartik Aryan and Urvashi Rautela. Reebok India is actively working with a celebrity fitness trainer, Yasmin Karachiwala and brand ambassador Katrina Kaif to create small ‘Workout from home’ videos on Instagram and Facebook.
Some brands are engaging their followers with fun & viral Instagram challenges. Shrimps ran a competition on Instagram, asking followers to post #StayAtHomeShrimps looks with the opportunity for one winner to receive a Shrimps bag of their choice. Surf Excel & Dettol started a new hashtag campaign on social media which was “#DaagGharPeRahenge & #LifebuoyKarona”.
So, if your product is not selling, it’s a good time to adapt and challenge the norms by being creative with the advertisements.