ITV

Tag: Covid19

  • #CoronaKoDhona: ABP News’ awareness campaign

    #CoronaKoDhona: ABP News’ awareness campaign

    MUMBAI: ABP News Network’s Hindi news channel, ABP News, has taken preventive measures to create awareness among its audience against the spread of the Covid19 virus through the reach of its social media platforms.

    ABP News’ public awareness campaign called ‘#CoronaKoDhona’ has garnered tremendous traction on the social media pages of the channel. Former team India’s skipper, Kapil Dev & union minister, Smriti Irani have joined the network for this initiative.

    “For any news related to COVID-19, ABP News has been the leading domain on Facebook in the last 30 Days (18 Feb to 18 March; Source: crowdtangle.com). With 5.42 million total interactions, the channel is miles ahead than its nearest competitor, Aaj Tak,” says a press statement of the channel. 

    The statement further adds, “In terms of video views, ABP News’ page has garnered 132.79 million views, twice as of that of its arch rival which received 2.39 million views (18 Feb to 18 March; Source: crowdtangle.com). The video segment of the campaign has also been further promoted on YouTube, garnering tremendous engagement from the audience.”

    The recently launched campaign went on-air and on all ABP News social media platforms to strengthen the consciousness on the pandemic and ensure the safety of the people. With a message-driven hashtag – #CoronakoDhona, the intensive campaign comprised of awareness videos coupled with informative blogs and articles on the issue.

    The video campaigning comprised of 13 short clips featuring 13 ABP news anchors, presenting a short awareness message on the importance of handwashing. With an aim to send a message of good hygiene, the campaign emphasised on how washing hands regularly is one of the most critical measures in the fight against coronavirus.

    Renowned ABP News anchors like Akhilesh Anand, Adarsh Jha, Astha Kaushik, Shobhna Yadav, Pratima Mishra, Anurag Muskaan, Rubika Liyaquat, Shagun Sharma, Sumit Awasthi, Aditi Arora, Yasser Usman, Vikas Bhadauria, and Shrivardhan Trivedi were instrumental in sharing the awareness message compellingly.

    ABP News Network’s chief executive officer, Avinash Pandey, says: “As a responsible news channel, we take it as our duty to ensure the betterment of society. COVID-19 has created a sense of panic worldwide. When mankind is fighting a deadly pandemic, awareness and sensibility are the initial steps.”

    “Through this campaign, our aim was to safeguard the health of the people by providing requisite information on the virus so that preventive measures can be taken effectively, while also dispelling fear & worry on the pandemic," Pandey further adds.

  • Covid19’s impact on the advertising & marketing world

    Covid19’s impact on the advertising & marketing world

    MUMBAI: The deadly Covid19 has put every country in an alarming situation with the economic impact of the pandemic disease being immediate for certain industries.

    To understand the effect of this global health crisis on the advertising, marketing, and consumer durables indiantelevision.com spoke to industry experts. They think that this crisis will have large-scale disruption in the coming months. They are of the opinion that the ad industry will be tremendously impacted as the two most important factors for advertising, product availability and consumer sentiment, are both headed south.

    “Large-scale disruption is coming and the real impact is to be seen in the coming months. For one, on a global scale, events are being cancelled as a precautionary measure and this will impact the B2B marketing space. The impact of events and conferences is big on the marketing services industry and not so much the mainstream advertising or social media advertising industry. However, from the mainstream perspective, it's an opportunity to magnify reach and brands will jump to use this to spread public service messages veiled with their brand connections,” says Socxo CMO and program head Ajit Narayan.

    According to Narayan, there will be supply shortage as many of the Asian suppliers and more Chinese suppliers have already started pulling back on raw material and other equipment needed to complete the product. Without products to supply, what will be advertised?

    Additionally, there will be buying postponement by consumers and a recession like behaviour which nobody anticipated will come so fast.  The sentiments are already echoing in the stock markets.

    Sharing the same views Godrej Appliances business head and executive vice president and CEAMA president Kamal Nandi said: “The coronavirus attack had a negative impact on consumer durables sector due to its dependency on imports from China – be it for finished goods or components. A price increase of up to 3 per cent for consumer durables, such as televisions sets, air conditioners, refrigerators, and microwaves is anticipated from March 2020 onwards. It mainly contributed to the short supply of components and finished goods due to Coronavirus outbreak, apart from the duty increase on certain components like compressors and motors and in some cases on finished goods.”

    The ad business may take a hit in the near future as any health-related problem always lowers the market sentiment. “The Coronavirus is a big one given the huge impact it has on China and its spread across many countries. It adversely impacts business given China has millions of dollars of exports and this affects the world markets The stock market dip has a negative impact on the market and businesses. The first thing that gets affected is brand advertising, still seen as an expenditure. In a low sentiment market mostly the essentials get purchased and indulgence has to wait for better times,” echoes Havas Media chief executive officer Anita Nayyar.

    With more than 4000 deaths, borderlines being shut and life at a halt there’s still so much we don’t know. In this scenario, media plays a pivotal role in providing correct information without blowing it out of proportion. This is the hype of panic which needs to be controlled.

    Meanwhile there are necessary steps brands can take to manage Coronavirus crisis. Narayan says, “Brands will get recognition for active steps they take as precautions and not the typical advertising at this juncture. The trend of remote work which was very slow is gaining momentum now. This could trigger a pivot in the real estate industry as the towers of offices could get impacted without physical office presence needed. This is especially true for the tech industry where it's already finding fast adoption.”

    He further adds, “If the businesses find their productive rhythms through remote work, the question that might arise would be one of reducing office space. Which is already a buzzing topic in global markets. Additionally, business owners need to proactively take steps to engage with mature information and fact dissemination among employees. Take action against false information and help employees get through this tough time.”