Covid & Advertising


“In these uncertain times, we would like you to know that we stand by you.”

Possibly the only constant in ‘these uncertain times’ has been brands hopping on to the bandwagon of declaring their eternal love and support towards their customers. As they leave the customers utterly baffled as to how these brands stand by them, the question that businesses truly need to ask themselves is whether their well-intended message is truly necessary.

There’s no doubt about the fact that the world has undergone massive changes in the past few months during the coronavirus pandemic. We have seen governments, businesses and individuals responding to the disaster in different ways, in an attempt to adjust to the new world. With all the ‘rebranding’ going around, it is no surprise that advertising agencies are on overdrive. 

The pandemic coronavirus saw agencies treating it as a brief, instead of a life threatening disease. In came brands spacing out their logos to show social distancing, sending vague messages of support and comfort, and rebranding the message of washing hands in a million different ways. While they were entertaining to begin with, and annoying after a few days, quite a few businesses made themselves truly useful.

Along with the essential services, businesses stepped up by manufacturing and distributing medical products and equipment, providing free services of recruitment to those who lost their livelihood because of the N coronavirus, or simply donating money to the ones in need. This is where the role of advertising was amplified multiple times, to the brands as well as to the society. 

The legendary copywriter, Claude Hopkins had insisted that while advertising exists for the sole purpose of selling a product, the most effective way of selling is by ‘humanising’ the brand. Essentially, he asked the businesses to be useful to the people, while making money. And who are we to disagree? During the time of the pandemic coronavirus, the businesses that are at work are the ones that need the limelight. Not only does it focus on the relevance and responsibility of the business, but it also builds on the trust of the consumers.

It is time for advertisers (and their clients) to realise that screaming “look at me” on social media is not appealing anymore. It never was. Customers like to take their business to the ones that have a soul, and are sensitive to the needs of the society. Unsurprisingly, focusing more on others advertises a brand more than trying to hog the spotlight does. As the world grapples with the N Coronavirus, it is important for some businesses to take a step back and say “this is not about me”, and for others to listen to Hopkins.  Needless to say, he knew what he was talking about.

About The Author
Ashmita Dutta

Ashmita Dutta

“Ashmita Dutta is a Business Development and Project Manager at Melwood Studios. Her constant state of existence is part rage and part enthusiasm. However, that helps us in motivating people though it’s out of sheer terror at times.”
Share On
Share on facebook
Share on google
Share on twitter
Share on linkedin

Leave a Reply

Your email address will not be published. Required fields are marked *

Branding and Graphic Designing

Imagine Batman without his call sign. How would he know when he’s needed? Everyone, even superheroes, need branding. We ideate and create a story, a language, a brand which is always available, always in resonance and always in style, so that people in need of your superpowers always know what you do and how you do it!

• Consumer Branding
• Corporate Branding
• Event Design
• Brand Documentation/Manuals
• Brand & Content architecture

Social Media Management

Imagine not having a rock in the neolithic age. Why pulverise your prey with your bare hands instead of clubbing it to kingdom come? Not
having a strong and loud presence on social media in the age defined by social media is kind of the same. We will help you in reaching out
to your audience to ensure that all the tools available with you are optimally utilised and are constantly in the spotlight. Social media is the
language of this era and we know how to speak it fluently. Comprende?

• Communication Strategy
• Campaign Management
• Online Reputation Management
• Content Marketing

Digital Marketing

When the world is madly spinning on towards the digital age, not utilizing the arsenal available at your disposal is an absolute travesty. Imagine being…Arsenal. With your vision for your brand as our driving force, we will integrate design & storytelling to ensure you don’t miss out on opportunities over the digital space. Also, it’s cool and totally worth a shot.

• Digital Branding
• Concept Creation
• Campaign Management
• Search Engine Optimisation
• Search Engine Marketing
• Online Reputation Management
• Email Marketing/ Mobile Marketing

Multimedia promotion

Whether India, America or Great Britain have enough talent or not, we know we have enough to diversify into creativity across platforms. You think simple campaigns are too mainstream? We agree with you. Imagine just playing with one toy throughout your childhood. That’s bonkers! Why not play with every toy that you have and also borrow a few others? Content needs to be consumable, however it may be presented. Let us make it consumable and edible at the same time.

• Interactive eBooks
• Animated Shorts
• Video Shorts
• Jingles

Mobile App Development

Nowadays, the phone is mightier than the sword. Imagine entering people’s lives without them getting a sniff of it. No, we’re not talking about breaking and entering. We don’t particularly recommend that. We’re talking about a mobile app. Let the app be funky, vibrant, easy to use and technology-driven. In short, let the app be made by us. Only if you want, that is.

Content Development

Content matters. Though what you say is extremely important, how you say it is what matters more. Imagine if George R. R. Martin or J.K. Rowling had all the characters and stories in their heads but didn’t know how to weave their stories. Give us the outline and leave the weaving to us. We’ll do the research, we’ll do the writing, we’ll burn the midnight oil and you sit back and reap the rewards. Just be sure to give us a portion of those royalties!

• Press Releases
• Blog Writing
• Web Content
• Technical Content Writing
• Newsletter Writing
• Case Studies

Website Design & Development

Having a website is like having an identity. You have made great strides to be where you are but what is the point if no one knows who you really are? Imagine being a poet for the ages who signs off as ‘Anonymous’. That’s almost criminal. Show the world what you can do. Let us show them that your story is what defines you and that you are anything but anonymous.

• E-Commerce Website
• Blogging Website
• Corporate Website
• Business Website