"As the new coronavirus pandemic wreaks havoc on the global and national economy, the country's top 100 most valuable brands could lose up to 15 per cent of brand value cumulatively, a potential drop of nearly USD 25 billion compared to the original valuation as of January 1, 2020," a report by Brand Finance said.
Even as the coronavirus spread around the world, it was evident that the globe would shutdown to deal with the disease. In these times of distress, popular brands have come up with witty campaigns that endorse social distancing. Here are a few.
Some early shoots of revival are already visible, marketers said. For fast moving consumer goods companies, the spending will be on categories which are in demand, like packaged food, immunity boosters and health and hygiene products. Electronics and smartphone makers will promote new launches as well as consumer offers to liquidate stocks.
Terming community radio stations "agents of change", the Union minister said they reach out to millions of people every day, and that the ministry will come out with a plan to increase the number of such stations soon. Javadekar assured that he will consider allowing news broadcast on community radio the same way it is done on FM channels.
Modi had urged Indians to be “vocal about local” brands and buy products made domestically in a speech themed around a self-reliant nation. He had also tweeted that “local is not merely a need but a responsibility.”
“The celebrity endorsement business faces a loss of Rs 1,500-1,700 crore in the April-June quarter on account of the lockdown,” said Manish Porwal, managing director of talent management firm Alchemist Marketing Solutions, which works with L’Oreal and Reliance Life among others said. The overall industry is estimated at close to Rs 14,000-crore.
Highlighting the industry’s pro-active role in reinforcing critical public messaging in its plea to the government, IOAA has recommended a few measures to ease the financial burden on the Indian OOH industry.
The company claims that with an access to nearly 50 million followers, Influrate will be a one stop solution for brands who are investing in digital campaigns. A confluence of Influence and Accelerate, Influrate is the combined digital handles of top athletes of IOS Sports under one common umbrella, which will allow brands to reach nearly 50 million people through a single post.
The consumption during the week was at 1.22 trillion minutes, still 38% higher than pre-Covid19 time (January 11-31). Last week, the total TV consumption had reached a historic high of 1.27 trillion minutes.
In a letter addressed to I&B minister Prakash Javadekar, the Advertising Agencies Association of India, India’s apex body for all major advertising companies, has asked to allow treatment of advertising expenses as an investment, for encouraging larger advertising outlays from companies.
According to the SC guidelines, government advertisement campaigns should “not be directed at promoting political interests of a party”. They also prohibit any government advertisement from mentioning the ruling party by its name, glorifying anyone except the President, Prime Minister or Chief Justice of India.
The Ministry of Ayush has written to all states and the Advertising Standards Council of India (ASCI) to report and take action against misleading ads and promotions about ayurvedic treatment to prevent and cure Covid-19.
First lady Melania Trump will urge Americans to wash their hands and keep their distance from one another to fight coronavirus in a new TV ad campaign produced with major U.S. broadcast networks, the White House said on Wednesday.
Various product categories such as mattresses, disinfectants, sanitzers and foods have begun making unscientific claims in their advertising of being ‘anti-coronavirus’, which industry body Advertising Standards Council of India (ASCI) said it is clamping down on.