Brands forced to focus on new online strategies

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With the lockdown in India in place for around a month now, all activities that required individuals to venture out of their homes were majorly hit. But even as people maintain social distance and stay at home, they still need to pass their time besides binge-watching series on OTT platforms or experimenting with their culinary skills in their kitchens.

And this is where enterprising brands are trying to make a mark by coming up with some innovative ideas and reach out to the people. For instance, movie and events ticketing platform BookMyShow, in partnership with artist management company Big Bad Wolf Entertainment, has launched ‘Live from HQ’ platform to provide users with the experience of live events at the comfort of their homes.

"This was something that we had to do inevitably," says a company spokesperson. "We couldn't have waited for the situation to improve to get back to business. We had to adapt quickly by rejigging our business model".

Popular children book publishers in India, Amar Chitra Katha and Tinkle have opened their 'entire catalog free for one month’ and many ed-tech start-ups’ online courses are also going completely free.

The strategy of these companies is to generate some goodwill which they hope to cash in on once a semblance of normalcy emerges.

Fevicreate, a platform by Pidilite industries has partnered with Momspresso, UGC platform to launch an initiative #IndiaCraftingMemories on Instagram that aims to spur families on to create memories with their kids through fun crafting activities while families are homebound.

GyFTR, an E-Gifting platform is reworking the ways of gifting with the help of technology as it sees a hike in sale of E-Gift Vouchers which suggests that personalized and digiGifting will take center stage in these times of social distancing.

Another gifting platform Ferns and Petals has come up with 'contactless' ways of sending messages to loved ones on their special days via technology like personalized E- greetings , online gigs etc.

“This pandemic crisis is doubtless a testing time for our business. But only those that think out of the box can stay alive to put up a fight another day,” says a company representative. “Our efforts may not bring in major revenue flow in their wake. But at present, even a small trickle is welcome.”

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