Coronavirus must not be exploited to promote a brand: Kantar Report

Data, insights and consulting company, Kantar has released a new study that understands urban India’s sentiments, behaviours and expectations from brands during the COVID-19 pandemic. The Covid-19 Barometer India Report study 1100+ sample across 19 cities and 15 states. The respondents to the study were men and women aged 18+ and belong to NCCS A and B. The data collection was done through 19th -22nd March.

In the wake of the COVID-19 pandemic, urban India emerges deeply anxious with a strong need for reassurance and stabilization. Following are the highlights:-

Urban India Sentiments and Behavior

-Despite a significantly lower number of cases and death toll compared to many nations, India has a high score on the concern index at 57%

-Day-to-day disruption bothers India more at 69% compared to

a. Health concerns- 48%
b. Economic recession- 18%
c. Financial preparedness of the nation- 47%

-Standing at 54%, India supersedes the global average of 34% when it comes to expecting a speedy recovery

-We are optimistic attitudinally, but behaviours are contrary. Driven by high concerns for scarcity (51%) India is stocking up for worse; mainly essentials

-Going by the current scenario, shared mobility is likely to take a hit – the numbers are heavily skewed towards a complete stop on usage of public transport (55%), taxis/ride-hailing apps (35%), domestic air travel (58%), domestic railway travel (57%) as opposed to private vehicles (17%)

Expectations of brands

A ‘New Normal’ is gradually forming – If you don’t build desire, we will learn to live with less indicates the Kantar study.

-Brands are expected to be a trusted source of accurate information (28%)
-Consumers don’t want brands to stop advertising and it must not be exploitative
-71% believe coronavirus must not be exploited to promote a brand
-Brands must show how they can be helpful in the new everyday life (79%)
-Inform about their efforts to face the situation (77%)
-Offer a positive perspective (74%)