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NO CORONAVIRUS CAN DAUNT ADLANDERS: THEY NOW

MAKE AD FILMS FROM HOME

O ur cover story this week brings with it a glimmer of hope and positivity from the Indian creative industry, which has not allowed the ongoing COVID-19 crisis to dull its brilliance. With outdoor shoots becoming

impossible, and with production houses not functional in these times, creative professionals and brands have come up with innovative ways to shoot and execute ad films, changing the game in challenging circumstances. Who would have ever imagined a situation where a TV commercial could be shot inside the average Indian home on a mobile phone?! Take for example the ‘Har Ghar Chup Chap Se Kuch Kehta Hai’ campaign from Asian Paints, an iconic 2007 brand campaign theme that has had new life breathed into it by the brand’s creative partner, Ogilvy. Another brand that has innovated during the crisis is Mankind Pharma, which like Asian Paints, kept in mind the mood of the country and the current situation to create an ad film that applauded the real heroes of today – the doctors and medical workers in the country. Read our cover story and interview with director Prasoon Pandey to look at some more such unique and creative video advertisements that have surprised and delighted with sheer novelty and quick thinking!

*** Move on to our Marketing Zone section, where we chat with

Ritesh Ghosal, CMO, Croma about the impact of the ongoing

COVID-19 crisis on the retail sector and on Croma, specifically. While Ghosal points out that the company is unable to meet the demand for consumer durables during the lockdown, he explains that the priority for the brand is to do everything it can to support the Government in its efforts to fight the coronavirus outbreak. The company’s strategy for now is to focus on the post- COVID-19 period. Ghosal is confident that the country will come

out of this crisis stronger and is clear that the company will accelerate its investment in digitally assisted shopping for now. The brand has been forced to postpone the opening of a dozen new stores, but Ghosal is hopeful of what lies ahead after the country tides over this trying time.

*** As seen in our issue last week, brands

and business tycoons across the country are weighing in and supporting the efforts of the government and charitable organisations in providing relief during this difficult time. This week, we bring you another round-up of several other brands who are pitching in and showing some love and care to Indian citizens, especially those from underprivileged communities. From large

MNCs like HUL and PepsiCo to smaller outfits like myUpchar and others, there is tremendous unity in India’s corporate world in working to control the outbreak and supporting the common man.

*** Stay safe, stay home, dear readers!

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