Promotions take backseat as brands focus on socially relevant ad campaigns

The advertising world is changing with brands replacing product promotions with COVID-19 related content and messages on their social media handles reports Economic Times. Clothing brand United Colors of Benetton for example, has reserved a slot on its social media handle for urgent posts. Similarly, Cosmetic brand L'oreal India has replaced product promotion on online channels with socially relevant messages.

PepsiCo posted a message emphasizing the importance of masking on its Instagram page. The brand is also spreading social distancing measures and encouraging its consumers to stay at home during these difficult times. However, most of these initiatives are limited to the digital world. Brands continue to promote their products on TV though their investments in these campaigns have reduced, says Mamtah Sabhrwal, Director-Strategy, Isobar.

Small business hit the pause button

First COVID-19 wave shut over 82 per cent of retail businesses in India. Of these, 70 per cent are not expected to recover for at least a year, says a survey of 250 businesses in the manufacturing and services sector by Dun & Bradstreet. This has left small advertising agencies in a fix on whether to continue or halt brand promotion activities. One such digital marketing agency Django Digital has urged brands to restrict promotions for a few weeks, informs Aashay Shah, Co-Founder.

Rise of sensitive marketing

Online influencers and celebrities have also paused brand promotions activities for the time being. A leading lifestyle influencer Massom Minawala Mehta, who has worked with brands like L’oreal and Dior, has decided to postpone most of her brand campaigns. While digital content creator Rasna Bhasin has converted her Instagram handle into a COVID emergency handle.

Brands that continue to promote their products on social media are infusing their marketing campaigns with socially relevant messages. Content creators are making entertaining videos to spread positivity amongst people. Focusing on the community’s well-being, brands’ marketing content has become real over the last few years.