Customers have started to show interest in clinical ever since the start of the pandemic and the scientific product that lives up to their claims. It is obvious to think that before COVID-19 most of the customers have been preferring soaps of different shapes and different fragrances. Now people prefer anything that would kill the germs, most demanded products are sanitations, handwash, germ-killing, and immunity-boosting. Founding partner and CMO, Talavvy Business Catalysts (former VP and group head at Lowe Lintas), Mangesh Borse said on LinkedIn that based on legal credibility many marketing communications will be decided. He also pointed out that based on rational/emotional insights, the traditional advertising model seems to be moving towards fact-based storytelling.
He wrote in his post that last year they witnessed many legal bouts like HUL versus Emami, Basmati branding rights, Dabur versus Marico, Amul versus Hindustan Unilever, and others. Not all brands go knocking at the judiciary. German skincare brand Sebamed’s ad campaign with the independent ad agency The Womb was most the recent science-based marketing that they have witnessed. ‘Filmstars ki nahi, science ki suno’ was the tagline of the campaign. Planner and founding partner, The Womb (ex-Ogilvy & Mather), Kawal Shoor commented that right now people are worried about health. It is the focus of marketing and culture. Six months ago, people do not want to step outside of their homes but now people are taking children outside their house. They haven’t found any vaccines but return to normalcy is what’s happening here. Categories involving touch and use like immunity, beverages, food and drink, health, and many more are possible to use this marketing approach.
Founder and innovation artist at Marketing Unplugged, Suman Srivastava commented that they defined a loyal customer as someone who would select a brand nine times out of 12 in a year in marketing in the past. But now it is not the case. Most of the generic brands now having conscious of promotion. the products associate with bodies like The Indian Dental Association to drive their point home or the Indian Medical Association so that they can take the claim of credibility.
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