Our wait for Kovid to draw creative juices from India’s advertising fraternity. Evidence in commercial form for Pidilite’s adhesive brand Fevicol came to the fore with hand-held screens. If this amazing example of dual-purpose advertising-spot is not yet viral online, it must be. Set in the food court of the shopping mall, it features a social experiment or a candid camera-like prank as it first appears. Random people appear to grab an empty table, unable to pull out chairs. Tugs, disturbance and agitation follow. Yes, they are glued to the floor, and thanks to something, the fevicol, amidst the laughter, is only visible at the end, when we zoom into a small placard that tells why the table is bordered and raises a voiceover reason: “Kyunki chehre par mask ur doh gaz ki dorri, ab bhi hai bahut jaruri.“A mask over one’s face and a distance of two yards is still essential. This statement, created by an agency called Schbang, combines the brand’s company’s integration proposal with a valuable public-service message. Yes, Fevicol is well-set up with enough confidence for the wider purpose of the brand and its customer bond. Yes, but nothing stops other advertisers from queuing up.
Our corona curve is proving to be difficult to suppress and the performance of behavioral patterns that should interfere with persuading good people. In the 24-hour period from 9am on Thursday, India registered 72,330 new Kovid cases, the highest number of our daily infections in about six months. While our Kovid mortality rate is not terrible, we are in the grip of a second wave, at which point the strains of the virus seem to have spikes for small targets. Antibodies of immunity acquired by previous patients may also be worn. The Indian Council of Medical Research has warned of re-infection. Our vaccine outbreak has so far reached only 65 million people. Although jobs are being offered to people over the age of 45 who started on April 1, the coronavirus is spreading very fast, even if it accelerates the workout. Who cares what this means for the recovery of our economy. Seven of the 16 high-frequency indicators on Mint’s macro tracker are up to their latest five-year growth trends on the latest scorecard based on updated data up to February, but these curves will also decrease if the epidemic has its way.
Across the country, vaccine awareness is inadequate, especially among the poor and those living in remote areas. There are also plenty of signs of jab shrinkage, a problem that cannot be solved without realizing attitudes and fears. By a valuable hypothesis, for example, the rupture of a needle and the possible reaction of our body to an invisible virus are as big as worries than the abstract possibility of becoming ill. Another thesis was the reluctance of some to distrust the government, coupled with stories of weak social cohesion collapse in India, and forced sterilization to return to the state of emergency. In general, such issues are no different from the type that artists routinely address in business contexts, often by studying psycho-research inputs for insights. Brands that target the mass audience need to chip in with dual-purpose campaigns that attract attention and influence the attitudinal changes we need. Most companies have big advertising budgets. The ‘bang for the buck’ looks more than just a revenue chart.