April 5, 2020

There’s never been a more crucial time to message your brand carefully.

Opinions expressed by Entrepreneur contributors are their own.


The current COVID-19 pandemic has created enormous challenges for the business community, including those in the advertising industry. Amidst the huge human toll and ongoing suffering, businesses are having to change the way they operate, as well as the way they market their products and services.

Given the gravity of the current situation and the worldwide panic surrounding it, it’s easy for advertisers to make critical mistakes — blunders that could stay with them long after the coronavirus crisis has passed. Here are five things all advertisers should consider when navigating the tricky waters of the COVID-19 pandemic.

1. The public is deeply worried. 

Marketing in the midst of a global pandemic is always a delicate proposition. First and foremost, you need to know where people are coming from and


When the Bhatias realised that their two-year-old daughter Isha is autistic, their world changed forever. Isha, now 19 years old, is completely dependent on her parents, even for her basic needs. The Bhatias’ universe has shrunk and everything that they do now is influenced by their daughter’s needs and well-being. They have been saving aggressively to support their daughter and have also bought insurance covers. But is that enough to protect their daughter’s future and to ensure her well-being?


Countless parents find themselves in a similar situation. A special child in the home changes things in so many ways for the family that most parents with normal children will never be able to fathom or comprehend their situation.



Provide for the future: It would be stating the obvious to say that for any child, the love, affection and care of parents


The government has started working out the possible post-scenarios and is considering another booster shot to minimize the impact of and revive the economy but nothing has been finalised yet, senior officials said on Sunday.


The focus is on issues that may come up after the is lifted on April 15, an official said. There have been discussions about a package but nothing has been finalised yet, the official said, adding that the idea is to revive consumption, “so some measures might be needed.”



If a package is announced, it would be the third major initiative by the government to tackle the challenges thrown up by the rapid spread of


On March 24, hours before Prime Minister Narendra Modi declared a countrywide lockdown, Finance Minister Nirmala Sitharaman announced a slew of relief measures for


With the country mid-way through the lockdown triggered by the rampant spread of coronavirus, Jigar Shah, chief executive officer, Maybank Kim Eng Securities, tells Puneet Wadhwa that industry expects a gradual opening up after April 14. Slowly, supply chains would resurrect and then as demand picks up, the capacity utilisation can again become normal, he says. Edited excerpts:


Can the slip more before they stabilise?



This is a different type of crash, which affects both real and financial economy. It doesn’t help that before this unnatural and unexpected crash, valuations were at an all-time high in the US and many other The year-to-date (YTD) fall in broad indices is less than that seen in 2008, but has happened at a much rapid pace. Loss of absolute market capitalisation is bigger. Further fall will depend on whether the