April 5, 2020

5 Things Advertisers Should Consider Amidst the COVID-19 Pandemic

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

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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

Don’t delay setting up a trust for a special child for their secure future

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

It’ll be a positive surprise if earnings grow in FY21, says Jigar Shah

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