Veganism

Over the past few years, the concept of veganism has become largely popular. Many famous personalities have also started switching into veganism. According to Wikipedia, “Veganism is the practice of abstaining from the use of animal products, particularly in diet, and an associated philosophy that rejects the commodity status of animals.” There is a specific pattern of eating involved in it which includes only plant-based food items. Vegan people replace dairy products with plant based milks like soy, scrambled eggs with scrambled tofu, honey with maple syrup and similar other options. They also refrain from using other animal products like clothing from animal products and leather. It is a lifestyle which attempts to decrease animal exploitation as much as possible.

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The term “vegan” was first coined by Donald Watson in 1944 when he founded the Vegan Society with a small group of vegetarians, who broke away from the Leicester Vegetarian Society in England. It is said that the term “vegan” was constructed by combining the first and last letters of “vegetarian.” At first it was used to mean “non-dairy vegetarian” and by May 1945 vegans started abstaining from “eggs, honey; and animals’ milk, butter and cheese”. They chose to not consume dairy or any other product of animal origin along with abstaining from meat like vegetarians. In 1951, the Society changed its definition to “the doctrine that man should live without exploiting animals”. It is currently defined as “a way of living that attempts to exclude all forms of animal exploitation and cruelty, be it from food, clothing, or any other purpose.” Interest in Veganism started from the latter part of 2010s as more and more vegan stores opened increasing vegan options. These have started to be increasingly available in supermarkets and restaurants across the world.

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Reason behind going vegan

Vegans generally choose to avoid animal products for reasons like Ethics, Health and Environment.

People who support the ethics of the practice are called Ethical Vegans who strongly agree to the belief that all creatures have the right to life and freedom. So, they oppose killing a conscious being to simply consume its flesh, drink its milk, or wear its skin — especially when alternatives are available. They also oppose the psychological and physical stress that animals may endure as a result of modern farming practices. For instance, the small pens and cages in which many livestock animals are forced to live between birth and slaughter, the farming industry’s practices of the grinding of live male chicks by the egg industry or the force-feeding of ducks and geese for the foie gras market. Ethical vegans also protest against animal cruelty and raise awareness about ending all forms of cruelty towards animals.

Some also choose veganism due to its health benefits. Plant-based diets may reduce the risk of heart disease, type 2 diabetes, cancer, and premature death. Lowering the intake of animal products may likewise reduce the risk of Alzheimer’s disease or dying from cancer or heart disease. One can also avoid the side effects linked to the antibiotics and hormones which are used in modern animal agriculture. Studies show that there is a relation between vegan diets and lower body weight and body mass index (BMI).

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Vegan diets are high in dietary fiber, magnesium, folic acid, vitamin C, vitamin E, iron, and phytochemicals; and low in dietary energy, saturated fat, cholesterol, long-chain omega-3 fatty acids, vitamin D, calcium, zinc, and vitamin B12. There is also the possibility of nutrition deficiency because elimination of all animal products may lead to nutritional deficiencies. Some of these can only be prevented through the choice of fortified foods or the regular intake of dietary supplements. Vitamin B12 supplementation is considered to be very important in some cases.

Some people avoid animal products and shift to veganism for the environmental impacts. It is widely known that animal agriculture is a very water intensive process. The UN report of 2010 suggests that animal products need more resources and produce a higher percentage of greenhouse gas emissions than plant-based options.

Cultural Heritage Sites in India

India is a country which has a host of spectacular sites, ranging from glorious historical monuments to diverse natural heritage sites. UNESCO World Heritage Convention has recognised many sites across the world for their cultural heritage. India has the 6th largest number of world heritage sites with 38 such sites. Here are some sites among those, which one shouldn’t miss while exploring the country.

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Taj Mahal, Agra

The Taj Mahal is a funerary mosque, built by Emperor Shah Jahan in memory of his third wife Begum Mumtaz Mahal. Set against the Mughal Gardens, it is a pristine architectural monument made of white marble. It was built in 16 years by thousands of artisans under the Chief Architect Ustad Ahmad Lahauri and is considered as a masterpiece.

Khajurao, Madhya Pradesh

The Khajurao is a group of monuments located in Madhya Pradesh and is attributed to the Chandela dynasty. It is known for its unique artistic architecture which has survived since the 10th century. Out of the 85 temples built originally, only 22 temples are there at present.

The PInk City, Jaipur

Jaipur is a fort city in Rajasthan, built according to grid plans of Vedic architecture. The urban planning of the city shows influence of ancient Hindu, modern Mughal and western cultures. Originally built as a commercial capital, the city is an intersection of commercial, artisanal and traditional center.

Elephanta Caves, Maharashtra

The Elephanta Caves is a group of sculpted caves on Elephanta island, located in Mumbai harbour. It is dated to 5th century and it consists of 5 Hindu caves and 2 Buddhist caves. The architecture is characterised by rock cut stone sculptures.

Sundarbans, West Bengal

The Sundarbans are the largest mangrove forests in the world and is both a national park and a tiger reserve. It is situated in the Sundarbans Ganges river delta and is formed by the deposition of sediments from 3 rivers – the Ganges, Brahmaputra and Meghna. It consists of dense mangrove forests which is the home to the Bengal tiger, the salt water crocodile and various birds.

Fatehpur Sikri

Also known as the City of Victory, the Fatehpur Sikri was built by the Emperor Akbar. It includes a set of mosques, monuments and temples built in Mughal architectural style. It was built as a city which had several monuments, buildings, palaces, public spaces and courts. The site has monuments like – the Jama Masjid, the Buland Darwaza, the Panch Mahal, and the Tomb of Salim Chishti which are popular tourist attractions.

Monuments at Hampi, Karnataka

These are a group of monuments in the Hampi town in Karnataka. Located on the banks of the river Tungabhadra, it consists of Dravidian temples and palaces. It has been admired by travelers of the 14th and 16th century and is still a very important cultural and religious center for Hindus and Jains.

Sun Temple, Konark, Odisha

The Konark Sun temple is a renowned temple, located on the coast of the Bay of Bengal and built in the form of the chariot of Surya, the sun god. It is constructed with sandstone and decorated with beautiful stone carvings. It was constructed under the rule of King Narasimhadeva I of the Eastern Ganga Dynasty.

Black Man Shot by Police in Wisconsin, Protests Follow

Jacob Blake, a 29-year-old Black man was shot in the back by the Wisconsin police in the city of Kenosha. The incident happened on Sunday, while he was walking towards his car and was shot several times in the back. His three young sons witnessed the shooting from the car and were screaming after seeing their father being shot. Video footage of the shooting was shared on social media, which was taken from across the street, it shows the father-of-three leaning into the car. An officer is seen grabbing his shirt after which seven shots were heard. It is unclear what had happened before the video recording begun. He survived the shooting and had a surgery. His father had told the newspapers that his son is paralyzed but the doctors do not know whether its permanent.

At night, groups of protesters defying a dusk-to-dawn curfew gathered outside the courthouse. They confronted law enforcement officers in riot gear outside the county courthouse which was blocks away from where Jacob Blake was shot. They were shouting and tossing water bottles after which they were responded with tear gas and pepper balls.

Despite the curfew, demonstrations erupted on Sunday night, which lead the authorities to close public buildings. Governor Tony Evers have ordered National Guard troops to be deployed in the city to maintain order. He has condemned the incident and “the excessive use of force” and called for a special legislative session next week in order to reconsider police reforms. Protestors marched on the streets from Monday night into Tuesday morning. Many commercial and government buildings and vehicles were set ablaze. The disturbances and protests had slowed down by early morning. According to a protestor, the police used tear gas, rubber bullets and smoke bombs to disperse the crowd. Protestors were marching peacefully but a small group suddenly got violent and started setting fires and breaking glass. The instigators who were seen were reported to be white. After the demonstrations ended, the police and demonstrators had worked together to clean the debris.

The incident occurred three months after the death of George Floyd on May 25. The Black man was pinned to the street under the knee of a white police officer in Minneapolis. The incident sparked protests, against police brutality and racism within the U.S. criminal justice system, across the country and abroad.

Black Lives Matter activists have demanded the arrest of the officers involved in it. Attorney Crump, who also has also represented Floyd’s family, said in a statement, “Blake had been trying to de-escalate a domestic incident when the officers first shot him with a stun gun. As he was walking away to check on his children, police fired their weapons several times into his back at point-blank range.”

Sunday’s shooting had been termed a “domestic incident’ which the police responded to. According to a police statement, they had immediately taken him to the hospital. Authorities have given no further explanation of the details of the incident or what had led to the shooting. The officers who were involved in the shooting have been placed on administrative leave. The Wisconsin Department of Justice said on Monday that the investigation is underway.

Books on Indian History which You Must Read

Indian History has been the theme for many books. Whether its fiction or non-fiction, there are plenty of books which deserve to be on the list of must-read books written on the topic of history. These books give one a detailed understanding of India’s history.

Be it comprehensive historical books or fictional accounts of a historical incident, there are many options for you to choose from. If you are a person who loves both reading and history then the following 5 books are just the right choice for you.

The Argumentative Indian by Amartya Sen

Amartya Sen is an Indian Economist and writer who had won the Nobel Prize in 1998. This book is a collection of essays and it will help one understand the Indian polity. It focusses on the importance of public debate, argument and intellectual diversity in the Indian civilization of the past. Sen writes about his view on how and what will lead to the success of democracy in India.

India After Gandhi by Ramachandra Guha

Ramachandra Guha is an Indian writer and researcher whose areas of interest include society, politics and history. India After Gandhi is a book describing the journey of modern India, from post-independence from the British in 1947 until the 1990s. The book will provide one with a thorough understanding of India’s social and economic spheres. It covers the country’s political history over the later part of the 20th century.

The Last Mughal by William Dalrymple

William Dalrymple is a Scottish historian, writer, critic, art historian and curator. He has won several awards and prizes for his writings. The book is a comprehensive description of the time period when the Mughal empire started declining in India. It will be a treat for people who love reading history. It is about the last Mughal ruler, Bahadur Shah Zafar II, and it provides an account of 19th century India with the tale of the emergence of the British Raj.

Another famous book by him is White Mughals which is his fifth major book, it tells the story of the love affair between James Achilles Kirkpatrick and Khair-un-Nissa Begum at the backdrop of nineteenth century Hyderabad.

The Discovery of India by Jawaharlal Nehru

Jawaharlal Nehru was India’s first prime minister and he wrote this from 1942 – 1946. This book was written by Nehru when he was imprisoned by the British. It is a tribute to the rich cultural heritage and legacy of the country. It provides an account of all major developments in the subcontinent from the period of Indus Valley Civilization to the last years of the British rule.

The Palace of Illusions by Chitra Banerjee Divakaruni

Chitra Banerjee Divakaruni is an award-winning writer, novelist and poet. The book is about the tale of the epic Mahabharata, written from the perspective of Draupadi (Panchaali). It tells the story of the woman who fights, endures a lot living in a patriarchal world. It is a historical fiction which traces the historical tale and the life of Panchaali.

Was the Environment Healing During the Pandemic?

While the outbreak of the Covid 19 pandemic prompted lockdowns in many countries all over the world, the resultant decrease in emissions may have improved the health of our planet. Incidents where endangered animals have been spotted in certain areas were all around social media.

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The worldwide disruption caused by this has resulted in great impacts on the environment and the climate. Also, the considerable decline in travel has caused many regions to experience a large drop in air pollution. Carbon emission rates have reduced across countries significantly. There have been many instances where considerable changes in environmental conditions were observed. In China, lockdowns and similar measures have resulted in a 25 percent reduction in carbon emissions and 50 per cent reduction in nitrogen oxides emissions. One scientist estimated that this may have saved at least 77,000 lives over the course of two months. When compared with indexes of last year, pollution levels in New York have decreased almost by 50% this year. Satellite images have shown that Nitrogen dioxide emissions have started to decrease in Northern Italy, Spain and United Kingdom.

As most people had to stay at home due to lockdown and travel restrictions, many animals have been spotted in several cities. Sea turtles were spotted laying eggs on beaches they once avoided. This was found in coasts of the Bay of Bengal due to the lowered levels of pollution and human intervention. In the United States, dangerous vehicle collisions with animals such as deer, elk, moose, bears, mountain lions were very common. These incidents have reduced greatly and the rates fell by 58% during March and April. Endangered animals were visible in urban cities. A group of Nilgai deer were spotted on the roads of Noida near New Delhi. Dolphins which were seen in the Ganges many years ago, were also spotted in the river during the lockdowns. Several migratory birds were spotted across cities.

Gabon, an African country, had decided to ban the human consumption of certain animals like, bats and pangolins. This was done to reduce the spread of zoonotic diseases because the novel coronavirus is thought to have transmitted to humans through these animals.

According to a study published in May 2020, it was found that the rate of daily global carbon emissions during the lockdown in early April fell by 17%. This could possibly lead to an annual carbon emissions decline of up to 7%, which would be the biggest drop in emissions since World War II according to the study. Researchers suggest that these decreases are mainly due to the reduction of transportation usage and industrial activities. It is true that rebounding and returning to our previous routine and lives could diminish these reductions due to the more limited industrial activities. Due to the reduction in flights, air pollution levels have also dropped significantly.

Temporary changes have affected the environmental conditions. However, whether this pandemic will have a lasting impact on the environment is yet to be known. None of us would have wanted to lower emissions in this way, but it has shown us what we can do together in times of need. Covid-19 has shown us the importance of lives, health services, jobs and mental health. It has also shown us the difference that people and communities can make when they work together – this has given us hope that we can show the same zeal while dealing with climate change and saving our planet.

Climate Change

The phenomenon of rising temperatures of the Earth resulting in change of climate, seasons, rainfall patterns etc. is called Global warming. Global warming and its effects are together referred to as Climate Change. While these changes have been seen before but the rate of change has increased rapidly from the middle of the 20th century. Findings from different recognized scientific organizations support these claims. According to the Intergovernmental Panel on Climate Change (IPCC), “human influence on climate has been the dominant cause of observed warming since the mid-20th century”. The emission of greenhouse gases as a result of human activities have been one of the largest causes for this. Fossil fuels, Chloro-fluro carbons (CFCs), deforestation, rise in different forms of pollution are all behind this.

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Temperature change is also accompanied by loss of snow cover, melting permafrost, frequent natural disasters like cyclones. Land surfaces heat more quickly which have resulted in heat waves, forest fires, increase in desert area. These temperature changes are the highest in the Arctic region. Changes in environmental conditions have led to extinction of several wildlife species in forests, coral reefs etc. Rising carbon dioxide emissions lead to rising sea levels, ocean temperatures and ocean acidification. These changes bring in frequent droughts, extreme weather conditions affecting the equilibrium and natural balance.

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Almost all countries have come together for climate change under the umbrella of the United Nations Framework Convention on Climate Change (UNFCCC). The convention aims to “prevent dangerous anthropogenic interference with the climate system”. It has instructed policy makers that there is much greater risk to human and natural systems if the warming goes above 1.5 °C compared to pre-industrial levels. Under the Paris Agreement, nations have made climate pledges to reduce greenhouse gas (GHG) emissions, but even after following those, global warming would still reach about 2.8 °C by 2100. To prevent this from happening and limit the warming to 1.5 °C, methane emissions need to decrease to near-zero levels and carbon dioxide emissions should reach net-zero by the year 2050.

Governments should act immediately and policies should be constructed to reduce fossil fuel emissions, increase reforestation, forest prevention, use of low carbon energy technologies, food preservation. All societies should work together towards dealing with future global warming problems in a scientific way. Development of more resistant crops, better disaster management should also be considered.

Several international movements have taken place like Fridays For Future where school students take time off from school to aware people and demand climate change action from governments. They demand action from political leaders of the world for the fossil fuel industry to convert to renewable energy and take immediate measures for climate change. This movement was publicised after Greta Thunberg started a protest outside the Swedish parliament with a poster saying “School strike for climate”. She is an environmental activist who has spoken at several internationally recognised platforms. She started her journey as an activist from the time when she had convinced her parents to change their lifestyle for reducing their carbon footprint. She is known for her straight forward manner of speaking at public platforms and criticizing world leaders for their failure to address climate change. She has participated in the United Nations Climate Change Conference (2018) and UN Climate Action Summit (2019). She has also got several awards and made it into the Forbes list of The World’s 100 Most Powerful Women (2019). Though her popularity at such a young age has made her a target of critics, but she continues to work and struggle towards her goal with indomitable spirit.

Street Food Around the World

One of the best ways to know about the history and culture of a place is to try out its cuisine. Not only does it provide one with a delicious treat, it also speaks a lot about the place and its people. Local cuisines range from elaborate meals to roadside snacks. But I feel, to get the real taste of a place you need to try out its street food. While trying out various dishes from the streets you get to explore a place in the best way possible. Here are some amazing food items from all around the world!

Aloo Chat – South Asia

It is a dish which is made with boiled potatoes, cut into cubes and mixed with different spices and chutney. It is popular in Pakistan, parts of Northern and Eastern India and Bangladesh. Aloo chat is a snack or side dish and it varies from region to region in terms of spices and taste.

Crepe – France

Crepe is a popular pancake like pastry which is popular in France and Belgium. They are made with all kinds of fillings and flavours. There are two types of Crepe – ones that are sweet that are made with wheat flour and ones that are savory which are made with buckwheat flour. Sweet crepes are eaten with fruits, custards, whipped cream or chocolate and savory crepes are served with eggs, mushrooms, cheese and ratatouille.

Chuan – China

Chuans are a type of kabab served with spices like black pepper, cumin seeds, sesame and red pepper flakes. These meat kababs are roasted over charcoal or deep fried in oil. It originates from the Uighur and other Muslim communities of China.

Gelato – Italy

Often confused with ice cream, Gelato is an Italian dessert made with milk, sugar, cream, nuts, fruits and toppings. It is much low in fat than traditional American ice cream and has more flavors which makes it a rich and delicious dessert. There are a lot of flavors including vanilla, chocolate, hazelnut, pistachio.

Hot Dog – United States of America

It is a classic American street food and you can find it in food trucks and restaurants across cities like New York and Chicago. A grilled sausage is served in between a steamed hot dog bun along with mustard, ketchup, onion, cheese and chilli. There are a lot of varieties which differ in shapes, taste and sizes.

Mango Sticky Rice – Thailand

Mango Sticky Rice, also called Khaoniao Mamuang is a popular Thai dessert. It is also eaten in Cambodia, Vietnam and other Southeast Asian countries. A specific form of sticky rice is mixed with coconut milk and is served with Mango slices. The coconut milk is added so that the rice absorbs all the flavour and tastes sweet. It is popular during the peak mango season in Thailand during the summer months of April and May.

Naan – Central Asia and Middle East

Naan is a traditional bread which originated in Central Asia and the Indian subcontinent. It is made with flour, water and ghee. Additional ingredients like milk and yoghurt are also added in different varieties. Made in a tandoor oven, it is a flat bread which is served with other items like curries and fillings. It is served hot brushed with butter and ghee.

Marketing Keywords

Hey Readers! Hope you are doing well. Here are some terms related to the field of “Marketing” that are not much popular but everyone should be aware of them. Let’s try to know about them in a simplified manner.

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  • Bottom of the funnel

The funnel approach determines the customer journey with the company. It begins from awareness when customers start knowing about the product or service and then move to other stages and finally making a purchase. At the bottom stage, the leads are finally ready to try the product/service.

How the Marketing Funnel Works From Top to Bottom

  • Business-to-Business (B2B)

B2B is a transaction between businesses where both parties are involved in some agreement for benefiting each other and fuel the business growth of their company with the deal.

  • Business-to-Customer (B2C)

B2C, as the name suggest, involves transaction and communications that take place between a company and an individual (customer).

  • Churn Rate

Sometimes, individuals leave the usage of product or service in the middle and churn rate measures the number of such individuals who stop subscribing to a service or a product in a specific time duration.

  • Cold Calling

This term is quite common and used a lot when it comes to sales department. The main objective if any business is that their product or service should reach out to the masses and for that the concept of cold calling comes into picture. It means reaching out to potential customers who have never been contacted before and telling them about the product or service.

Cold Calling Techniques: Are you doing these 10 things to improve ...

  • Comparative Advertising

Some days before, I wrote a blog on “reverse comparative marketing”. Comparative Advertising is one of the advertising method where companies make direct comparison with their competitors.

  • Corporate Identity

Just like your identity is defined by various parameters, a company has its own logo, vision, mission, symbols etc. that form the “corporate identity”.

  • Dark

Well, now that “Dark” has taken the internet by storm and people are loving the series, “dark” in case of marketing refers to the person who is not more responding to notifications and has left probably due to his/her own reasons.

  • Demographics

This term is also used in various circumstances to get the basic information about the person such as their age, gender, occupation, income, family class etc. In the field of marketing, demographics help in segmenting people into various groups that can be used for strategizing and implementing innovative campaigns.

  • Discovery Call

This refers to the first call that the person makes to any prospect in order to get information about the person, “to discover about them”.

  • Engagement

After people have joined the service, it is very important to design campaigns to maintain their interest and keep them “engaged”. Social media is a boon and helps in customer engagement with various activities such as comments, asking questions, creating a poll, live streaming about something, resharing the content, viral marketing and real time advertisements etc.

What is digital engagement? | The Digital Engagement Guide

  • Forecasting

It refers to the process of predicting the future with past data and other analyses and help in getting more insights of marketing and sales trends.

 

I am now making a prediction that you will have gone through these keywords and must have learnt something new. Don’t go in the “dark” as there will be more articles coming with more such interesting keywords.

 

Till then, keep reading, liking and sharing.

 

 

 

 

 

 

 

 

Performance Marketing

Hello Readers! Let’s understand the concept of “Performance Marketing” in this article in a simplified manner.

Think about how you used to get marks in your school time. The better you write in your exam sheets, the better you scored. The grades are based on your “performance”. From junior school to college to the corporate, people have been judged and have reaped the benefit according to their efforts. In the era of digitization, the concept of  “performance based marketing” follows the same pattern.

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The world is interconnected and though red market exist for most of the businesses as well as industries, it has become crucial to keep aside the competitiveness and mutually benefit each other. For instance, a website is no more about just themselves but contains various videos, links, advertisements and images for other businesses as well. One way to increase the traffic is about creating back-links and posting the content of another page/site to own page.

What Is Performance Marketing and How Does It Work?

Now, here comes the concept of “Performance Marketing” which can be defined as the comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed; such as a sale, lead or click. (https://thepma.org/)

The business environment is a very dynamic one and to keep up with the pace, performance marketing helps retailers and affiliates to sustain and grow. It creates a win-win situation for both parties involved: retailers as well as affiliates. You might have come across a page with too many advertisements running along the page. And I am sure you know why it is important for websites to do so.

The performance in this case can be an array of executed desired results, such a completed lead, sale, booking or download. Some believe in “clicks” as the more number of prospects click on the advertisement, the more the affiliate are benefited. There are multiple strategies one follows while designing the affiliate program according to the  business.  In this data driven marketing world, performance marketing campaigns give one the ability to measure everything from brand reach to conversion rate down to a single ad.

Benefits of running this campaign:

  • Easy to track performance
  • ROI
  • Innovative
  • Increase brand visibility
  • Networking
  • Low Risk
  • Scalability

Limitation:

  • Some marketing tools need investments to run and analyse about any campaign
  • Goals setting must be very specific from the beginning
  • Catering to the masses

Performance marketing has evolved over time thanks to new technology and changing consumer behaviors. In today’s performance-driven world, digital marketing is all about “hitting the right people on the right device at the right time.” (utbrain) With performance marketing, only the successful transactions are considered and paid accordingly which reduces the chances of investing and paying for useless campaigns that have no or minimum ROI.

What Is Performance Marketing In The Singapore Context?

With a great vision, good team and marketing tools, a company can go ahead with launching various performance marketing campaigns and increase their web presence by collaborating with others in the market.

 

 

 

 

 

Reverse Comparative Advertisements

Pandemic has led to “CHANGE”. Change in how people used to live their normal lives, communicate, attend function, travel places, meet people as well as their behaviour towards anything significant. Considering the business perspective, it has changed the way brands used to advertise and strategize. It has somewhere led to an inclusive environment where brands are not focussing on “them” or “us” but are going with the specific keyword “we”. They want to depict the fact that we are in this together and the sense of accomplishment can also be done without being competitive, at least from outside.

Laws Governing Comparative Advertisements in India - iPleaders

Top 5 Brand Wars | Ardea Concepts

The coronavirus has reached India some time back and the cases are increasing at a much higher rate. The novel coronavirus has inadvertently lent a premise to various brands to advertise their goods and services. Many brands are using this as an opportunity to establish their effectiveness and value over their counterparts with respect to the outbreak. Initially, when the virus was on the rise, Indians started looking for health care measures for preventing themselves from the virus and there was a surge in the sales of hand wash, face masks and sanitizers.

The best example for this is the “Lifebuoy Ad” where they didn’t use the concept of comparative advertisement where one brand is shown inferior to others. Instead, they chose the other strategy of inclusiveness to create awareness among the masses. In the advertisement, they asked people to use any liquid or any soap that they fight convenient and hence gained popularity by not attacking any rival brand.

 

In India, people are going for year-old traditional food, dishes and drinks to boost their immune systems. The use of “kaada”, a warm drink made up of various healthy ingredients to cure cold and cough has become a household entity and people are using it on a daily basis.

Businesses have to keep a level of competitiveness to increase their presence but sometimes it is also possible to keep aside the differences and come out together to fight a battle. Coronavirus has changed and is still changing the way we as a human think, believe, expect and follow up. Reimagining the core benefits and core values to the customers that combines usefulness and interactivity is needed. This can help in strengthening of a brand’s innate immunity through this crisis.

Brands need to change their focus that was traditionally aimed at increasing their ‘Share of Voice’ to increase ‘Share of Empathy.’ They will need to create few micro experiential campaigns on social media and other platforms where people will feel more inclusive towards the brands as well as human race as a whole. With social solidarity and a sense of community growing, consumers will naturally look to brands that embrace such values and stand for a higher purpose. Together, everyone is fighting their own battles and it is not the right time to focus on profit, though that will always be the first priority for any businesses but it is time to couple it with empathy and strategize accordingly.

Every brand should keep in mind that: “We are in this together”

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