Campaign India Team
Apr 7, 2020

'Don't exploit coronavirus to promote a brand': Report

Kantar's Barometer India study also finds only a minority expect brands to be trusted sources of accurate information.

'Don't exploit coronavirus to promote a brand': Report
Kantar has released its COVID-19 Barometer India study that was conducted across 19 cities with 1,100 samples. 
According to the study, only 28% of the respondents expect brands to be trusted sources of accurate information. Consumers don't want brands to stop advertising during this period, but 71% of them state that they mustn't exploit coronavirus to promote a brand. 
At the same time, 79% of the respondents stated that brands must show how helpful they can be in the new everyday life, post the lockdown and 77% would want them to show their efforts to face the situation. 
Outside of brand involvement, the respondents, which consisted of 18+ year old men and women belonging to New Consumer Classification System (NCCS) groups A and B, were anxious echoing the general mood of the nation. Day-to-day disruption (69%) bothers Indians more than health concerns (48%).
The respondents stated how shared mobility is likely to take a hit in the future. 55% of the respondents are looking at a complete stop on usage of public transport. 35% would stop taxis/ride hailing apps, 58% would stop domestic air travel, 57% would stop railway travel. 
The study was conducted between 19-22 March. 
Campaign India

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.