'Brands are now agents of positive change': Publicis study

Publicis Groupe has released a report, 'Reboot to a new normal' which examines Covid-19's impact on businesses, consumer sentiment and behaviour and the response of brands. The report marks behavioural shifts in the wake of the lockdown enforced by the Government of India and states that these are likely to stay long-term. 

 

According to the report, Indian consumers are single-mindedly focusing on essential products. They aren't looking at discretionary purchases such as apparel, electronics and watches. Along with demand for medicines, face masks and sanitisers increasing, immunity-boosting products such as honey and Chyawanprash are also seeing a huge surge in demand. Consumers are panic-buying and tend to hoard essential supplies. 

 

Restaurants and food delivery apps have started offering contactless delivery, but the demand continues to be muted given hygiene-related concerns. 

 

At the start of the outbreak, consumers turned to e-commerce for essentials. During this period (1-21 March), online retail received a short-term boost in the fresh food, personal hygiene, and food delivery categories. However the shortage in stock and inability to deliver has led to frustration among consumers and has subsequently impacted sales volumes.

 

Television ratings, which were on the decline over the past year have now experienced an exponential jump because of coronavirus related news. The trend is in line with other Asian markets such as China and Korea.

 

In the period between 1-21 March 2020, gaming witnessed a 41 per cent increase in time spent while Entertainment and OTT have registered a 34 per cent increase in time spent. 

 

Digital editions of mainline publications have also seen a huge increase in traffic. Between 16-22 March, there has been a 61 per cent increase in visits to websites and mobile apps, as compared to a month ago. Regional publications also see huge online demand, as much as a 50 per cent increase. The report suggests that publishers may need to shift focus on to digital operations as it remains uncertain whether consumers will continue subscriptions of physical copies. 

 

The report further adds that brands are now agents of positive change and are instrumental in spreading social awareness and information around Covid-19. 

 

Brands are creating content relevant to their consumer, in areas such as health, fitness, DIY, food, mental health and entertainment. Brands can weather the current conditions by creating relevant content, developing an omni-channel strategy, addressing consumer anxiety through positive messaging, re-aligning brand and media strategy in line with consumer trends, using media in agile ways.

 

Anupriya Acharya, CEO, Publicis Groupe, South Asia, said, “The impact of the Covid-19 pandemic has meant that uncertainty has become the norm for brands and businesses across sectors and geographies. Publicis Groupe, through this report, offers some of our latest insights tracing the evident change in consumer behaviour, resilience, and solidarity among brands in these times, conceivable future implications and the reboot in brand response to that. Most certainly, only the ones who imbibe this change, and more importantly, lead it, will emerge stronger. We look forward to and promise sharing the quest for the new normal, evolving businesses and robust communities.”