The year 2020 has been a “Perfect Storm” to some industries and has been a “Blessing in Disguise” to some. COVID-19 has shredded the economy apart and the tourism & the hospitality sector, the MSME industry, the aviation sector, the automobile and lastly, the real estate industry has faced the wrath of the global pandemic. So, how is this “Blessing in Disguise”?
Well, if COVID-19 has done something dramatic, the influence has definitely been the film and entertainment industry. It has made a theatrical entrance just like the ones in the movies. “Notice me Senpai” it started out loud. But, nobody bothered to listen or care. Then it slowly started to make sci-fi movies look real. It made “Contagion” feel like a stand-up comedy. Later, when bodies began to pile up in China, Italy, and Germany, India got serious about it and announced the lockdown. That marked the birth of a new brand – COVID-19
Masks became compulsory. People started hoarding hand sanitizers, tissue papers, surface disinfectants, and whatnots. They felt like the end is near. COVID had certainly grabbed maximum eyeballs. It followed the A.I.D.A. rule religiously. It had the Attention now. Every day, the number of positive cases kept rising; the virus began to cover more ground geographically and demographically; celebrities got infected; world leaders gathered to discuss a solution. The entire globe was brought to a standstill. “Now here’s something you would be Interested in…” the virus proceeded.
COVID-19 created a new market for itself. It became an independent brand. All the industries that suffered the aftermath began to “Embrace the New Normal” (as they kept saying it was). People who kept wearing the surgical masks, N95 masks and even those wearing a regular cotton handkerchief, were introduced to ‘Branded Masks’ of different colour, design and material. Those who continued using regular hand sanitizers were introduced to local brands. #VocalForLocal was the thought that was hammered into our minds. We began seeing more of these brands in the market. To some, we were still stuck to using branded stuff. But, safety and health have always been a major influence to trigger a Desire to buy something.
So, how come all of us suddenly began to feel health conscious? Especially when the cure for such a pandemic is still unknown, people are willing to pay the price for any product that gives them hope, or temporary relief. It might be the death of someone close to us or someone who had come in close contact with a COVID+ patient that triggered their buying behaviour. People who have been working from home would understand how it feels to be trapped inside. Marketers began inventing new ways to make COVID inclusive. The terms such as – lockdown, social distancing, quarantine, isolation, unlock, stay home, stay safe began to trend on social media. Marketers went to lengths to make sure the global lockdown didn’t result in mental breakdowns. Nevertheless, there were cases of numerous suicides, community clashes; riots… some things never change, no matter what avatar the apocalypse takes on. Someone had to take Action.
When COVID-19 was on its streak of fun our nation opened up. Unlock 1.0 they called it. Of course, it all seemed like a plan articulated in phases; all that we can say is COVID-19 has proved to be a successful brand. It has taught us many lessons in advertising which we need to take notes.
At 3 Dots Design, we are glad to learn from the toughest brand the global market has ever encountered. It has definitely taught us about making an entrance in the market (when it’s least expected). It has taught us to accept the new (trend, tradition, or life). Moreover, COVID-19 has taught us to get more creative (for ourselves and our clients). It has taught us the value of mental health and it has been a constant reminder that – this is not over yet (just what our logo elucidates).