Tag: Coronavirus

  • Shruti Pushkarna: ‘Coupling’ with Covid: One hell of a roller coaster ride

    Shruti PushkarnaBy Shruti Pushkarna

     

    As promised, here is a personal account of my three months’ absence, when I couldn’t put pen to paper and furnish my otherwise extremely regular fortnightly column. If you are wondering what’s this got to do with the theme of disability, the answer is probably nothing. Except maybe it articulates a similar sense of helplessness and frustration, experienced by the disabled folk on varied levels 24×7. A first for me, it was truly novel and intense.

     

     

    The start of a new financial year, April 2021 saw a sudden explosion of Covid cases in the country. Delhi and NCR were badly hit. As I took my marital vows (in a close family setting), Chief Minister Arvind Kejriwal announced a curfew with immediate effect. En route to my new abode, we were stopped and questioned by cops for disregarding the latest notification. Caught off-guard, we requested the trail of cars be allowed to pass the barricade.

     

    Oblivious to the alarming crisis building outside, we chuckled and chatted, celebrating our conjugal beginnings. But in two days, things changed drastically. One after the other, the whole family tested positive for Covid-19. With each phone call, the tally went up, everyone reporting cases from their circle of family and friends.

     

    Initial symptoms of fever and cough didn’t seem so bad. It was the messaging going around that instilled fear, forcing one to imagine the worst scenarios. ICU videos of patients struggling to breathe, accounts of people dying from the lack of oxygen on their way to the hospital, shortage of beds and oxygen, hoarding of drugs, news and social media was full of it. Not to miss the emphatic promotions of oxygen concentrators, oxymeters (not made in China), homeopathy medicines and what not. Everyone and their uncle was an expert on coronavirus!

     

    Grappling with isolation and new relationship dynamics, best decisions weren’t easy to come by.  Starting with doctors.

     

    What do you do when you first start to show symptoms? Who do you call? Most physicians you’ve known all your life have no experience with Covid, so whose opinion do you trust? And to top it all, various Covid treatment guidelines floating around add to the imbroglio.

     

    For a week, we diligently followed the usual course of antibiotics, vitamins and breathing exercises. Things didn’t improve, in fact went downhill. The viral videos came to life, as my husband struggled to breathe and I made endless calls to arrange for a concentrator. We were lucky, the machine finally arrived, but as both of us tried to make the contraption work, things took a risky turn. We had to rush to a nearby hospital.

     

    I helped my husband into an ambulance and loaded my car with the oxygen backup (since the hospital wasn’t equipped), clothes and some essentials. As I got behind the wheel, my own O2 levels dipped.

     

    It seemed surreal, but it was all happening in real time and space.

     

    Picture this. My husband on one bed, breathing with the oxygen tube jutting into his nostrils, his O2 numbers fluctuating, causing the machine to beep incessantly. I lay on the bed next to him, with a cannula in my wrist, injecting steroids and antibiotics into my body. Sometimes, I tried to look out the window, for a ray of hope. But all I saw was the backyard of another hospital where new patients and dead bodies lined up daily. The beeping from the machine and the siren from the ambulance became my staple aural diet.

     

    Even so, there was no room to express any anxiety. In there, I had only one mission, to get us out of there. To make sure we got the right treatment. Thanks to my mother’s chronic illness, I have reasonable amount of experience with caretaking and dealing with doctors. I have learnt not to depend on nurses or hospital staff for adequate patient care. Services are shoddy, often due to low compensation and dearth of human resources. Given the dire circumstances and the volume of cases at the time, one could hardly blame the health workers.

     

    I saw other Covid patients on the same floor, battling alone, as no family member wanted to enter the infected zone. I wondered how many of them got proper attention. Those who weren’t medically aware or aggressive enough simply relied on whatever the staff handed out to them.

     

    It’s amazing how most citizens don’t question the treatment administered to them. Not just in Covid, doctors don’t like patients or their caretakers seeking clarification on the prescribed course of action. Bedside manners and hospital management don’t seem to feature in medical school curricula.

     

    So why am I indulging you in this elaborate excruciating extravaganza?

     

    With the scare of a third wave brewing, one can’t help worrying about what will happen if people act as recklessly as they did the last time around. I want to share some do’s and don’ts that can help.

     

    Don’t read the news.

    It never helps. Every case is different and there is no point in drawing parallels. Just focus on your body and its recovery. Also, the prime motive of coverage seems fear mongering to garner eyeballs.

     

    Don’t engage in medical updates and futile conversations.

    Limit your communication to what helps your case. Reiterations of your physical state will only exhaust you emotionally. Stick to speaking with those who ‘really’ care.

     

    Trust your doctor.

    As tempted as you might be to follow multiple medical advisories, don’t. Have faith in your doctor’s expertise and let her/him help you come out of it.

     

    Stay positive.

    The only thing that pulls you out of any tough situation is a healthy mind. No matter how bad your physical condition, remind yourself constantly, that you can overcome. Our mental state impacts our physiology, so use it to heal from within.

     

    Focus on disease management.

    Covid is all about proper management, starting from Day 1 at home. Ensure you are in touch with a good doctor from the start. Follow the advice diligently and keep an eye on changing symptoms. Take an informed call (without worrying) on when to get hospital care. Arrange for oxygen backup and have a network of friends and family lined up for remote help. If you plan and manage it well, the likelihood of recovery is higher.

     

    Don’t lose patience.

    This virus takes a toll on your body and mind, in unfathomable ways. The disease has after-effects that can trouble you for months (I’m still suffering). It’s a test of your tolerance. It helps to accept the situation and wait for it to recede, of course with necessary treatment and precautions. It’s easy to get frustrated because it turns your world upside down, but you need to exercise patience.

     

    Save for a rainy day.

    If you have money in your bank, half your stress gets taken care of. The disease starting from testing, treatment, after care and logistics, makes you bleed. Throwing money at the problem eases some troubles for sure. But be watchful of obvious traps and treachery. I wasn’t and I regret it.

     

    I must confess that working with the disabled community has given me valuable insights into acceptance, threshold and grit. And firsthand trauma made me realise what it is to be up against odds every singly day of your life.

     

    It’s been a lesson in compassion, forbearance and gratitude.

     

    (Welcome back, Shruti – Ed)

     

     

    Shruti Pushkarna heads operations of the New Delhi-based Score Foundation where she works as Director-Programmes & Communications. She is a former journalist (part of the founding team of MxMIndia) who has moved full-time to the social sector. Shruti writes for MxMIndia every other Thursday. Her views here are personal. You can tweet your comments and suggestions to @shrutipushkarna

  • Time to change, dear TV networks, channels & advertisers/agencies!

     

     

    By Vinta Nanda

     

    Vinta NandaMy massive appeal to all the television networks and channels.

     

    I’ve been knocking on most of your doors since 2012, begging all of you to take behaviour change communication seriously, use the power you have on captive audiences all over India to motivate them to follow best practices.

     

    We’re in a state of emergency.

     

    People in rural India are frightened and don’t know what to do in the present crisis brought by the #Covid19outbreak of the #secondwaveofcoronavirus.

     

    Please, please rework your stories to communicate and inform them about how to handle this terrorising moment in time.

     

    Stop your mad rush for #TRPs and slip in stories that’ll inspire people to manage their lives, save themselves from anxiety and mental health issues.

     

    Tell them how to deal with isolation and quarantine when they encounter symptoms.

     

    My young colleague who was compelled to leave the city for his village last year when the pandemic struck has been telling me horrific stories from his village where nothing is accessible.

     

    Almost the entire village is sick and he’s already lost one family member while the others are struggling.

     

    This is one village in #UttarPradesh – imagine what’s going on in lakhs of villages across India!

     

    They’re gripped with fear and lack of available resources.

     

    Most of them don’t have electricity for long hours because a small storm plays havoc with the wiring held up on dodgy poles.

     

    But, at the slightest chance they get, they watch your serials and swear by them.

     

    I beg all of you with utmost humility – leave everything aside and find your drama in what people are experiencing today.

     

    Feel free to call me, I’ll help all of you out, I’ve worked on behaviour change communication through storytelling from my first series #Tara onwards.

     

    I’ll help you guys find the balance between entertainment and information.

     

    And to my friends and colleagues in the advertising industry – it’s time for you to tell your clients that you’re not going to do crap on their behalf just to add wealth to their already super-rich organisations.

     

    Stop backing powerful producers, self-appointed schlock-stirrers just because they have investors backing them.

     

    Go to storytellers, put your weight behind them and just see the difference you will make in the world.

     

    Let stories drive you instead of you driving stories to suit your marketing strategies.

     

    You won’t be ever able to forget that those are people who were alive yesterday, now floating lifeless in our holy rivers.

     

    They were flesh and blood a few hours ago, they were loved by their families and communities.

     

    Please, please guide the power you wield to spread love, hope and be compassionate in whatever you put out, in the name of creativity, in the universe.

     

    Most of you don’t need me because you already know what to do, but yet I’m just a call away.

     

    Please, please put everything aside and do this from right now.

     

     

    Vinta Nanda

    Tel 9820040680

     

  • India Today’s Safaigiri Awards to recognise Covid warriors

    By A Correspondent

    The India Today group has announced the sixth edition of the Safaigiri Awards. This year the group will recognise Covid-19 warriors who have been leading the fight against Covid-19 from the front.

    Safaigiri AwardNominations have been invited from individuals/organisations who have contributed and brought about a significant change during this pandemic. The categories for this year are:

    •         Best State in Combating Covid-19
    •         Best Celebrity Contribution in Spreading Awareness
    •         Best Far-Reaching Corporate Contribution for a Wider Social Impact
    •         Best Testing Facility
    •         Best NGO or other Entity that Extended Timely Help to Migrants
    •         Best Innovation for Covid -Related Activity in Times of the Pandemic
    •         Best Logistics Services Provider
    •         Best NGO or Other Entity Offering Healthcare Services
    •         Best Health Manager

    Nominations with all details can be sent to safaigiri@intoday.com or they can be filed on www.safaigiri.in. The last date of filing nominations is September 12, 2020.

    This year’s jury comprises Aroon Purie, Chairman and Editor-in-Chief, India Today Group; Anu Aga, Former Member of Parliament, Rajya Sabha, Businesswoman and Social Worker; Manish Sabharwal, Chairman, TeamLease Services Ltd; Dr Srinath Reddy, President, Public Health Foundation of India; Dr Devi Shetty, Chairman and Founder, Narayana Health; Dr Naresh Trehan, Chairman and Managing Director, Medanta;  Dr Gagandeep Kang, Vaccine Expert and Dr Swati Piramal, Vice Chairperson, Piramal Group

  • Brands be the change: Kantar study

    Photograph courtesy: Kantar’s Covid-19 Barometer

     

    From a Kantar media communique

    As governments around the world attempt to reboot their economies, consumer uncertainty is continuing to hinder progress. Reassurance from authorities that ‘opening up’ is safe is becoming less and less sufficient for a return to normal life. Wave 7 of Kantar’s Covid-19 Barometer, with more than 100,000 consumer interviews around the world, identified:

     

    Consumers around the world are becoming less supportive of governments relaxing restrictions with a 9% drop in acceptance of measures (from 28% in June to 19% today), and a 10% drop in support for a full reopening of social and leisure environments (from 27% in June to 17% today)

     

    Consumers are less willing to return to normal activities, hindering an economic recovery with just 36% willing to return to travelling on public transport vs. 41% in July and an increasing number of people delaying visits to the hairdresser (46%), restaurants/bars (56%), religious sites 67%, gyms (70%), cinemas (72%) and large events (79%) for at least one more month.

     

    Government disapproval continues to increase with two in five globally saying their government isn’t doing enough to tackle the pandemic, and 29% overall are unhappy with their Government’s approach

     

    Disapproval is highest in the countries currently with the highest numbers of cases of coronavirus such as the USA where disapproval in the Government’s approach has risen from 36% in May to 48% today

     

    With some countries showing signs of a second wave, health concerns are growing; 2% more people are now classed by Kantar’s researchers as part of the Precarious Worrier tribe, and 1 in 2 are now very scared about the situation. This is most prominent in South Africa (where Precarious Worrier numbers increased from 17% of the population last month to 26% today), USA (from 18% to 26%) and Spain (from 17% to 23%).

     

    Finding a near-term recovery

    Kantar’s research suggests a near-term recovery will be difficult to achieve for many countries. Consumer finances continue to remain heavily impacted, with nearly three quarters of the population claiming to have already, or expect to have, their income damaged by the pandemic. The result has been changing priorities for many:

     

    64% are prioritising financial planning

     

    The number of people paying special attention to prices when they shop has grown from just over half (56%) in April to two thirds (67%) today

     

    Focus on personal needs is growing, such as preparing for future challenges (29%), focusing on loved ones (30%) and supporting a local economy/ buying local (68%)

     

    To drive recovery, brands will need to deliver the right messages and experiences to specific consumer ‘tribes’’ needs in the new normal.

     

    Post-Covid-19 opportunities are emerging

    “Despite the challenges we are all addressing, we see a growing appetite for change and renewal in our research,” observed Rosie Hawkins, Chief Innovation Officer, Kantar. “Environmental causes and demand for brands to enact positive change have always been a priority for many, but we see a renewed focus in these areas. Demand for brands to be an example and guide change has consistently grown over several months to become the primary expectation of consumers. Our research highlights an opportunity for brands in prioritising product sustainability, waste reduction and purpose driven products and experiences.”

     

    The study re-establishes Kantar’s Coronavirus Tribes as the prominent segmentation to help brands design the most effective strategies to connect with consumers, with all six tribes expressing a desire to see the environmental causes prioritised:

     

    22% of global consumers think environmental issues are more critical than ever and 51% think they remain important

     

    Waste and pollution reduction top the agenda of concerns, followed closely by product sustainability and local production

     

    Consumer demand that brands be an example and guide the change has consistently increased over several months to be the number one thing consumers expect of brands at 25% (vs.17% in April)

     

  • Mera Non-Metro India Mahaan

     

     

    Given the economic disruption caused by the Covid-19 pandemic, non-metro markets are likely to recover faster than metro markets, an EY survey finds. The report titled ‘Will non-metro markets propel India’s recovery’, reveals a higher percentage of respondents from non-metro markets expect to spend more than before on several categories compared to metro markets indicating that when the lockdown ends, green shoots of recovery would probably sprout faster from the non-metro markets.

     

    The survey covered a varied demographic mix of more than 4,000 respondents (2,000 each from metro and non-metro markets) to understand the potential impact of the pandemic from the consumer sentiment perspective. It covered key aspects linked to the current and expected attitudes, behaviors and spending trends of consumers as they adapt to the new reality.

     

    Ashish Pherwani

    Said Ashish Pherwani, Partner and Media & Entertainment Leader, EY India: “The Covid-19 pandemic has radically shifted our way of life. However, despite uncertain and challenging conditions, our research shows that non-metros express a higher degree of resiliency and a resolve to bounce back quicker compared to metros. We may see long-term and even permanent changes in consumption patterns”.

     

    The survey results reveal that the pandemic and the ensuing social distancing measures put in place have led to fundamental changes in how Indians are consuming media, necessities, luxury products education and travel.

     

    Some of the key insights from the survey include:

    :: Health, hygiene and online services will continue to grow

     

    While COVID-19 has impacted overall consumption, categories like heath products, household products, hygiene products, vitamins and supplements and online services (gaming, home entertainment, online education, online banking) are expected to benefit.

    :: Non-metro market recovery is excepted to be faster than metro recovery

     

    Categories like consumer goods, travel, entertainment, automobiles and white goods are all expected to see increased and faster recovery of demand from non-metro markets post the lockdowns.

    :: Increase in digital adoption

     

    Digital trials increased significantly during the lockdown period.  However adoption was higher for metros vis-à-vis non-metros.  Some of the obstacles stated by non-metro respondents included lack of technological knowledge, absence of smart phones and fewer language interfaces.

    :: Newspapers remain the most trusted medium

     

    The impact of coronavirus has unfolded at a dynamic rate, causing a sense of urgency to absorb information, increasing the consumption of news coverage at unprecedented levels. Newspapers continue to remain the most trusted news source. 42% respondents in non-metro markets spend more than 20 mins in reading a newspaper compared to 36% in metros.

     

  • Das ka Dum with Dr Bhaskar Das | The first half of 2020 will be past us in a few days. Your sentiments as we move over to the second?

    Bhaskar DasIt’s an unfair question to ask, coz who could predict at the start of the year that 2020 which will be such a @#$#@$% year (the number of characters in the prefix to year is no indicator of the word we wanted to use, so chill!)?!. But we are incorrigible. We ask. And our dear Wizard with Word is such a sport, he answers. So without any further ado, presenting the June 26 edition of Das ka Dum with Dr Bhaskar Da. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. The first half of 2020 will be past us in a few days. Your sentiments as we move over to the second?

     

    A. I am usually not a believer (or expert) in prescriptive pontification. It’s a reality that the economy is under stress across sectors. The demand side of each business is undergoing challenges at multiple levels. Though the process of selective unlockdown has started, the recovery process would take at least one more quarter, if not more. But the collective grief of loss of normalcy and the prevailing uncertainty in various facets of life would take time to bounce back. Hence I feel the second half would be better than the first. But it may not reach the pre-Covid level soon. Some sectors like IT/ tech-led sectors would grow very well, ‘need’ categories would also perform well but ‘ want’ categories would might return to normalcy, a tad slowly.

  • Zee South Cluster contributes to daily wage workers

    By A Correspondent

     

    In the fight against the impact of the coronavirus pandemic, Zee Entertainment has offered financial relief to the daily wage workers in the television industry.  As a part of this, the Zee South Cluster has cumulatively donated a large sum of Rs. 1.35 crore to support over 1000 daily wage workers across the states of Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala. The aid has been directly sent to their bank accounts, thus avoiding delays.

     

    Said Siju Prabhakaran, South Cluster Head, Zee Entertainment: “It is during such difficult times that the community must rise to the occasion and take responsibility. We believe that all of us have a basic duty to give back to the society, contributing in whatever way possible to join the efforts in coming of this grave crisis. This initiative of the network to support the daily wage workers in the television industry is a testament to our commitment in supporting the people who form such a crucial part of our industry and hopefully enable them to cope with the new normal that Covid-19 has left us in”,

     

     

  • Zee Entertainment embraces technology solutions to create fresh content amidst lockdown

    By A Correspondent

     

    Zee Entertainment Enterprises Ltd (Zee) has announced fresh content for its consumers by embracing and utilising technology. The teams have enabled innovations through remote production of content over mobile and professional cameras by using video and audio production technologies to support broadcast, digital & social platforms.

     

    Punit Goenka

    Speaking on the extraordinary steps undertaken by the company, Punit Goenka, Managing Director and Chief Executive Officer, Zee Entertainment said: “Zee has always set new trends for the industry, and I am very proud of our teams for making the optimal utilisation of technology  solutions to ensure that our consumers continued to get a fresh dosage of entertainment content, amidst the lockdown. We will continue to create fresh, rich and engaging content for our viewers, by discovering new means and paths. It is time for the Industry to define a new normal, to ensure that our consumers remain well-informed and entertained”.

     

  • Riding the Immunity Wave

     

    By Sanjeev Kotnala

     

    Immunity is a great business. In a coronavirus-led world of anxiety and fear, expect immunity predators to demonstrate the highs and lows in marketing. How the consumer reacts to their offerings depends upon how their reality is adulterated with perceptions.

     

    We can’t lead a quarantined life forever. At some stage, lockdown will be reclamped, relaxed or completely lifted. Though the last normal is left behind and the new is yet to take shape. Pressed for productive economic activities, we will step out of our bubbles and cautiously interact.

     

    We all know that the fittest will survive. The situation demands high Immunity levels, and that is the only way out. Immunity is not the barrier against infection, it is the force available to fight the virus infection. Each one of us wants to be loaded with it.

     

    Covid-19 Redefined World

     

    We are entering a redefined world. We need to realign, refocus on every part of life. With or without the vaccine, containment or herd Immunity, individual will have to invest in immunity build-up as a defensive measure.

     

    Health, hygiene and insurance brands and services will do well in the caution, precaution and sanitisation fuelled world. There is no doubt that the demand for fortified food and beverages will be on the up. And in that case, some brands and product with unqualified promises will also move in.

     

    Not sure if Starbucks has plans for a Golden-Coffee and McDonald’s for Ginger-Nuggets. However, we will see a wave of immunity solutions addressing the anxiety loaded audience with tea, milk and other food variants. The audience is primed for such offerings and services. It is natural for everyone to be interested in anything that promises protection against the virus.

     

    Too much Confusion about Self-immunity Boosters

     

    The consumers will experiment with self-immunity boost-up. If you scan the world for it, you will find that one should increase the intake of oxidants, enhance vitamin C, B, D and E levels, and keep our gut healthy. We are informed of the possibilities with the wonderful world of superfoods

     

    There is a long list of possible warriors. Almonds, Amla, Apple, Basil leaves, Berries, Black pepper, Broccoli, Cabbage, Cardamom, Carrots, Chia seeds, Cinnamon, Clove, Coconut oil ( organic), Flax seeds, Garlic, Ginger, Green Tea, Lime, Moringa, Mulethi, Neem, Onions, Oranges, Pumpkins, Saffron, Spinach, Spirulina, Turmeric, Walnut, Yoghurt etc.

    The whole narrative in the web is layered with high sounding words like Anti-inflammatory, Antimicrobial, Antiviral, Ascorbic acid, Oxidants, Beta carotene, Good bacteria source, Omega 3, Hydrating agent etc.

     

    The articles and available public domain wisdom advice to Eat properly, Exercise regularly Sleep well and Keep Stress Away & Stay positive. Avoid, better still stop smoking/vaping/e-cigarettes, non-essential travels and alcoholic drinks. Now if you do that anyway, you will be healthy. However, it is no guarantee against the virus.

     

    It is enough to confuse anyone. There is too much to read, understand, decide and to follow. However, there is no time for experimentation. Hence, when trusted brands claim and assure us of building Immunity, we take the easy way out, we blindly believe them. Moreover, some brands rightly reading the situation lead us with false promises.

     

    Our immunity towards advertising and such information is low. We believe what the brands tell us. WE follow their advice. And we have no way to differentiate between what is right and what is wrong.

     

    Could Immunity Boost Work?

     

    So, an article in vice.com, says, ‘For the human body to work optimally, you need these vitamins, minerals… However, having an overabundance of these vitamins or minerals has never proven to shorten the duration of any kind of virus, bacteria, or cold’, additionally it warns; ‘loading up on products packed with “immune-boosting” ingredients is, at best, a waste of money. At worst, flooding your body with excessive amounts of fat-soluble vitamins (like vitamins D and A) could lead to vitamin toxicity, a condition that brings its own serious health risks like skin issues, nausea, liver damage, or even death, depending on which vitamin is consumed in toxic amounts‘. Now should I take this at face value? I am not sure, but to me, it sounded logical. 

     

    Immunity Boosters – Initial Arrivals

     

    It is a different thing when medically approved brands and products talk of immunity supplementing or boosting. The problem is when brands try to ride the immunity wave. Don’t be surprised to find ‘Immunity boosters and fortified products’ as a stand-alone category in e-commerce sites.

     

    ITC launched sanitiser sachets for Rs 0.50, making it easy for the price-sensitive segment in smaller towns, rural area and even the cities. It is absolutely right, a defendable and believable a functional benefit is offered. But, then there are brands which are trying to rewrite their story.

     

    Immunity Booster v/s Immunity Provider v/s Immunity Predators

     

    Amul, the biggest dairy brand of the country, for all practical purpose, branded Amul milk- Immunity Milk. Staying at the edge where technically it may be difficult to find fault. However, after watching the communication, the customer will see Amul Milk as Immunity Milk and not something that is helping immunity development. Exactly the way the brand would want.

     

     

    Horlicks, a supplement and one of the reasons kids end up drinking milk take drama to the other edge. It now takes the ‘husbands of a doctor’ route in getting the association. No, no doctor is endorsing it. Clever. You have to give it to the brand, they only talk about Immunity boosting capabilities.

     

     

    As reported in BFO by The Ken, in Indonesia, the Ministry of Agriculture is selling something as Coronavirus cure. It launched a series of three products, an inhaler stick, an oil, and a powder, to be used for inhalation and diffusion in the room. It claims this “Anti Coronavirus” kills 80-100% viruses! That sounds like Immunity Predators in action but if it is backed with research- wow let’s all get it here. 

     

    Traditional Immunity Boosters

     

    Golden Milk for immunity build-up is a piece of traditional knowledge. The dominant immunity building agent is Turmeric, and milk aides the process. Now, it will be accepted and appreciated if some brand takes this knowledge and launch Golden Milk premixes, sachet, concentrates, coffee..

     

     

    Traditional knowledge suggests that the right kind of tea can also help in Immunity boosting. Here is a communication promoting tea as an immunity booster.

     

     

    Expect more brands to take on the immunity provider and enhancer role. Sometimes rightly and most of the times because it is the thing that works and they can get away with.

    I agree with VICE.com, such Immunity enhancing claims sound harmless in the normal that does not exist. However, they are like medical advice in the era of coronavirus. Brands try taking advantage of such vulnerabilities. And truly, sincerely, there is no more vulnerable time than during a pandemic’.

     

    ASCI has a role here. It must issue a guideline for the use of IMMUNITY in communication. Just naming these ads as misleading will not be good enough.

    …………………………………………………..

     

    While writing this, I read a few articles which further confused me.  Immunity Boosters to make you #coronasafeEat Right: 8 Immunity-Boosting Foods You Should Have This Monsoons4 Magical Foods That Could Help Boost Your Immunity, Boosting Your Immune System Against Coronavirus: How To Minimise The Risk Of Infection? , 30 Best Immune-Boosting Foods and 15 Foods That Boost the Immune System. And there is enough and more to confuse you.

     

  • Scenarios beyond Covid-19: Rebound, Reboot, Reinvent

     

     

    This article courtesy Nielsen

    Governments around the world are edging toward plans to exit mass population lockdowns, albeit at different speeds and in different ways, but the persistent questions for business are around what the future holds and how it should be navigated.

     

    In response, Nielsen has identified three distinct time horizons for global market regeneration beyond the novel coronavirus (COVID-19) global health emergency and attached likely scenarios to each. The three-tiered framework identifies the conditions for businesses to Rebound, Reboot or Reinvent as they confront expected unprecedented recessionary conditions.

     

    With trillions being pumped into economic stimulus packages, yet thousands still dying of COVID-19 and some countries confronted by the prospect of ongoing population lockdowns, the question of how to reconfigure economies is significantly dependent on the behavioural changes taking place among the world’s consumers.

     

    Nielsen’s global intelligence team has undertaken an initiative that takes into account global macro conditions such as unemployment, bailout packages, and interest rates and ties them to ongoing FMCG sales and attitudinal inputs from consumers around the world. From there, the team examined common threads of consumer behaviour that tied to how the disease was being managed and the response of governments to support citizens through health and financial care.

     

    The findings led to three horizons being established that reveal significant new and adjusted consumer behaviours that will lead to different types of demand in terms of what, where and how consumers make purchases. They also point to a series of common characteristics likely to be exhibited by consumers over time. All of these are based on the conditions currently in play to manage the virus on a global basis.

     

    “Much has been made of comparisons to the 2008 global financial crisis, but this situation doesn’t make for accurate comparisons. The circumstances back then were fundamentally different,” said Scott McKenzie, Nielsen Global Intelligence Leader. “Thousands weren’t dying each day, millions weren’t locked in their homes indefinitely, businesses weren’t ordered to close their doors, kids were still in school. The impact of this will be profound and more far reaching than anything we’ve seen in our lifetimes. The pace of change is also extraordinary.”

     

    The new Nielsen framework extends a set of six consumer behaviour threshold levels that provided early signals of spending patterns during the first three months of the health crisis. It lays out three possible timelines for each of the scenarios:

    :: Rebound: An early return to normal living conditions (schools, workplaces, stores, restaurants etc re-open) at some point in the third quarter of 2020.

    :: Reboot: A medium-term scenario that is positioned in the fourth quarter of the year.

    :: Reinvent: A longer-term view that places the world in a general return to normal living conditions at some point in the first half of 2021.

    COVID Exit Scenarios

    “The world is fundamentally recalibrating right now. Consumer habits are changing at pace and understanding those changes, in the context of these scenarios, will be critical as businesses prioritise how they too recalibrate to meet the changed circumstances driven by COVID-19,” said McKenzie.

     

    The framework points to a series of behaviours and habits that will be accelerated in each of the scenarios. In some cases, changes that may have taken years to evolve could be in place in a matter of months.

     

    Already, this year, Nielsen has tracked significant changes to the ways people shop and the ways they think they’ll behave after the Covid-19 crisis comes to an end, particularly with regard to technology and the use of digital platforms.

     

    Taking advantage of Nielsen’s global footprint, the intelligence team was able to shape the new framework by also taking into account consumer sentiment, such as that measured in Europe, where many expect the impact of Covid-19 to be long lasting. And to test hypotheses using data out of markets such as China and South Korea that are further along in dealing with the disease and its impact.

    Regeneration Srategies

    In each horizon identified by Nielsen, a different set of factors and respective consumer behaviours can be identified.

     

    In horizon No. 1, “Rebound,” a series of health indicators, actions by governments and business, and market conditions point to a rebased “normal” that has some of the following as a societal response:

    Horizon 1: Rebound

     

    In horizon No. 2, “Reboot,” the societal response has a different set of focal points and positions the economy for meaningful regeneration toward the end of the year.

     

    Horizon 2: Reboot

     

    In horizon No. 3, “Reinvent,” as the name suggests, a complete reinvention is required and may not play out until the first half of 2021. The consumer behaviours and characteristics are sharply amplified compared to horizons No. 2 and No. 3:

    Horizon 3: Reinvent

    With each of these time scenarios, the baskets of shoppers will also change. The repertoire, pack sizes, brand choices, product origins and more will be reconfigured as shoppers adjust to changed economic circumstances and a sharper focus on their health and safety.

     

    Two clear sets of consumers will also emerge – those with insulated levels of spending, often those who have maintained employment and remain shielded from day-to-day economic impact and those who will be restrained in their spending habits due to unemployment, furloughing or other COVID-19-related challenges.

     

    This polarisation of spending is expected to drive new considerations for retailers and brands as they urgently examine the range of products being offered and the pricing dynamics within.

     

    This article originally appeared on Nielsen. 

     

  • Das ka Dum with Dr Bhaskar Das: Given the way people have not been practising social distancing, do you think there will be a Lockdown 5.0 too?

    Bhaskar Das

    Okay, we obviously didn’t expect BD to give a ‘sureshot’ answer given the uncertainties that lie ahead, but we asked him nevertheless. Without any further ado, here’s the May 18 edition of Das Ka Dum with Dr Bhaskar Das of course. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Lockdown 4.0 starts today. From the way things have been going – people not practising social distancing – do you think there will be a Lockdown 5.0 too?

     

    A. Whatever numerical versions we ascribe, I strongly feel that till a vaccine arrives on the scene, some form of Lockdown has to continue, albeit in a deaveraged format across the country, depending on the spread of Covid-19 in the red, orange and green zone. In the interest of life and livelihood, restricted conditions of living would be new route to freedom from the virus. We have to learn to peacefully coexist with an invisible enemy to mitigate its  visible impact.

     

     

  • Khimji Jewels unveils digital music campaign

    By A Correspondent

     

    Khimji Jewels has launched a global musical retreat during the ongoing pandemic. Khimji Jewels and Digital Dogs collaborated with musicians from across the world to spread a message of hope and love.

     

    The show has been put together by PressPlay Collective, a Chennai and Los Angeles-based production house.

     

    Talking about the campaign, Nishit Nanda, Director, Khimji Jewels said: “We as a brand have always stood for a lasting promise. A promise to always partner our audiences through thick and thin. In these challenging times, it was obvious that the brand needed to send out a message. An authentic message of optimism and the power of the human will that defeats all adversities eventually. The Covid-19 situation is not just a state or country crisis. It is a global crisis. And we wanted to send out a message to everyone globally that we are in this together. And we will emerge victorious together as well.”

     

    Speaking on coming up with this idea, Ambarish Ray, Co-Founder and CEO, Digital Dogswraps added: “The human spirit is a teflon dog. You can’t kill it easily. And it is exactly this message that we wanted to broadcast to the whole world. The unifying power and healing potential of music is limitless. As a venture, our blood is poured into what we do. And what we do has to be authentic. Bleeding raw, if need be. But 100 per cent authentic. And we are hoping that this music album, this labour of collaborative hope and love called #DiscoverYourLove – that has brought together jewellers, marketers, musicians, tech nerds and social creators, will be able to bring more people from across the world together.”