Get vaccinated. This is the message that companies are pushing out to consumers these days. As the second wave of the coronavirus has started ebbing in India, a number of brands, such as CARS24, Dabur, Tata Cliq Luxury, Domino’s, Durex, Hero MotoCorp and Toyota, have released campaigns urging people to start the process of healing.

People over commerce

Tata Cliq Luxury launched a new ‘Time to Heal’ campaign, which, the company said, is prioritising community and healing over commerce.

“In current times, it was important for us to take a pause, focus on community healing and overall well-being,” said Mohua Das Gupta, head, brand marketing, Tata Cliq Luxury, adding that the idea resonated with the brand’s philosophy to create a world that is calm, tranquil and unrushed. “The ‘Time to Heal’ campaign brings forth the message of hope, positivity and resilience, reassuring our consumers of a calmer world.”

The brand recently released a video content series across its marketing platforms, in partnership with some of the biggest social media creators such as Kalki Koechlin, Lisa Ray and Ankur Tewari.

In mid-May, CARS24 also used its social media handles to motivate people to get vaccinated. It used the names of a few auto companies to spread awareness about the vaccine, eventually directing viewers to the registration website.

“I believe it is important for companies now more than ever to ensure that their communication is relevant, time sensitive and impactful,” said Nida Naushad, head of brands, CARS24.

“Through continuous conversations across our social media platforms, we are making an attempt to direct help and motivate everyone who engages with us to take the vaccine.”
Even startups like the Baker’s Dozen are urging people to get the jab. ‘The Dose we Knead’ said its campaign, which was meant to lift people’s spirits and reward those vaccinated with a generous gift of freshly baked cookies.

Standing out

However, with so many brands using the same concept, isn’t there a chance that their message may get lost in the clutter?

No, said brands.

“We have garnered over two million views and judging by the response, it appears that this digital video series has struck a chord with people,” said Gupta.

Naushad had a similar response. “In a span of seven days, the campaign garnered over one million reach/impressions across social media platforms. You know a campaign has hit the right spot and has done its job when the audience starts to interact with your brand.”

According to Lloyd Mathias, business strategist and former executive of large brands like PepsiCo, HP and Motorola, the trick that will make brands stand out is to “lend the campaign their personalities”.

“It is nice of brands to step in. Ideally a brand should be able to lend its personality to such a communication. There is no fixed template and each brand has its own take. Otherwise, it will look forced,” he said.