Unfinished Business with the killer Pandemic

Are you so bored during the quarantine that you have decided to productively spend your time flicking through TikToks? Don't worry, you're not alone. All of us have adopted different coping mechanisms as not only is the virus dominating us, but it is forcing us to face this reality alone at our home. Covid-19 and the succeeding lockdown have been a major readjustment for foodies, travellers, shopaholics, businessmen and everyone else too as we are now confined into our homes. Marketers of course would be scratching their heads and trying to second guess how consumers wake up to the real world once coronavirus fades into the background.

With all of us reduced to being couch potatoes, binging the new season of “Money Heist” or rewatching “FRIENDS” for the billionth time, it is evident that online streaming services would end up making a fortune out of the situation. Credible reports suggest web-browsing and social media engagements reflect a 60-70% jump from what it was in the good, old pre-Covid days. It’s not only the Gen Z’s, but the appetite for television has also undoubtedly increased for those watching news and soap operas too - in the first week of lockdown itself, India’s total TV consumption grew by 37% to cross a record of 1.21 trillion minutes. The industry has used this lockdown to find new ways to offer sit-at-home entertainment.

Despite the shutdown of all universities, there remains one working harder than ever - the Whatsapp University of course. Rumours and fake news has fed on gullible citizens which have often not helped. People tend to fall for such rumours. The last thing India needs is anxiety amongst its citizenry which could lead to disaster. To curb this, the Whatsapp administration has imposed a restriction and set a new limit on message forwarding (from five to one) to slow the quick finger acting on impulse rather than on good judgement.

From stocking up on toilet paper to hoarding alcohol, people have duly panicked in general.

There is increased awareness of health and hygiene though, face masks and hand sanitizers have almost become our extensions. Then, as the pandemic spread, consumers began stocking up on groceries with a longer shelf-life. Their focus shifted to visiting stores and getting their hands on anything and everything. Those digitally savvy are lapping up shopping online on essential goods. Consumers' attitude has changed beyond recognition and would entail careful watching by marketers for their understanding of consumer behaviour in days or weeks to come.

Some marketers have tapped this situation in a manner that combines their marketing and philanthropic initiatives thereby creating a win-win situation. For instance, ITC has set up a 150-crore contingency fund for the vulnerable sections of society in the fight against coronavirus. This fund is created for the protection and well-being of the ground forces who are doing commendable work and providing medicines, groceries, and other essential goods to the people. This will not only increase its brand visibility but also promote its image as a company that cares about the people and the country.

What do you think is going to happen when the economy starts taking baby steps towards normalcy?

E-commerce companies could justifiably hope to see a major shift in people’s attitudes towards online shopping in India. People are likely to avoid crowded places till Covid-19 becomes a thing of the past, or a solution to its woes is available in the market. Media consumption might not increase but their advertisements would surely take a hit and affect their revenues. The global pandemic has left everyone in a state of fear and uncertainty which has not happened at least in the last two generations. The insurance sector could profit from people’s fears. Leisure and tourism expenses will take a backseat due to fear as well as economic woes. In the automobile industry, two-wheelers and affordable cars will see a strong surge in sales as people might not opt for public transport as they used to do before. Again, what impact covid-19 will leave on our industries is hard to tell as the situation is volatile and unpredictable.

It will take some time till humanity gains its vigour back and resumes life as it used to be before. We sure have concerns about exercising and the challenges of working from home, and, of course, toilet paper. All of us like to stay at home but what we don’t like is it being imposed on us by a threat which lurks around our existence. For the moment, a nice time can wait. The world has unfinished business with this killer pandemic.

- Manvi Gupta