Start-ups take on Covid gloom with campaigns around safety and positivity

Some players are also striking an emotional chord by promoting values of togetherness; Brands are also spending more on e-commerce ads as opposed to conventional

The Covid-19 pandemic has brought about a tectonic shift in brand marketing and advertising. Consumer brands, which includes start-ups like Swiggy, BigBasket and Ola, are focusing their messaging on themes like safety, continuity, frugality and positivity as they hope to bank on the Covid-connect.

The health crisis has moved people to their native homes, left thousands out of formal work, and has led to an increase in the time spent on the internet. Brand pundits say that while people have reduced discretionary spending, they have doubled down on items like foods, home repairs, and online education. Families are also looking