71% urban Indians feel COVID-19 must not be exploited to promote a brand

Kantar has sought to understand urban India’s sentiments, behaviours and expectations from brands during the COVID-19 pandemic in its new COVID-19 Barometer India.

As consumer behaviour shifts dramatically and an anxious India waits it out, the new study provides brand owners the answers to burning questions like:

What are people thinking, their major concerns, fears and expectations
How the current crisis is impacting purchase behaviour
Implications for brands and marketing

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

Urban India sentiments and behaviour

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 (69%) when compared to
- Health concerns (48%)
- Economic recession (18%)
- Financial preparedness of the nation (47%)
Standing at 54%, India supersedes the global average of 34% when it comes to expecting 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, but 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%)

Kantar’s COVID-19 Barometer India study was conducted among 1,100+ samples across 19 cities and 15 states. The respondents were 18+ years men and women, belonging to NCCS A and B. The data collection was done through March 19 to 22.

Also Read:

Kantar announces the launch of ‘#PlanetY'

Kantar & VTION jointly roll out real-time OTT audience measurement solution