How brands may steer in a post-pandemic world

Last week, social media platform Facebook’s new Eid campaign, which skillfully addresses vaccine hesitancy, provided much-needed comfort and warmth at a time when Indian consumers are probably at their lowest. It was part of Facebook’s series More Together that highlights people coming together to help one another but remained subtle and uplifting in its messaging.

While the country may be going through its darkest hour with covid-19 cases and deaths mounting, once the situation improves and businesses restart, more brands will return to advertising. But will they need to alter their communication and tread more gently? Should they tone down their hard-sell as it may be a while before the consumer is receptive?