'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.