MAM
Guest column: Post pandemic, advertising shifts focus to brand building
NEW DELHI: Do you remember TV commercials that featured fans at crowded football games, or that focused around cities choked with people, or with celebrities doing every possible thing to woo their audience? You may call them the “before coronavirus” commercials/ads that no longer work in today’s scenario. With the onset of the pandemic, everything changed in a matter of hours, and TV commercials of various brands were no exception. As the Covid-imposed lockdown continues, Indian advertisers are completely relying on media-led brand building to reap long term benefits.
The rise of ad flexibility
As major live events, where TVCs played a pivotal role, were cancelled keeping in mind to curb the spread of the Coronavirus, advertisers had to regulate themselves according to their new programming slate. This has also been changing according to the scenario outside, making the ads more compassionate and caring towards their customers. Since the airing of many programs was also cancelled due to the pandemic, the TVCs mostly aired during the news broadcast or in the news channel.
Advertising in digital content
With the remote working and stay at home guidelines, the viewership of TV and OTT platforms is seeing an explosive growth. Though the advertising demand during this phase is being subdued due to the current situation, advertisement in certain categories like essentials, health and hygiene worked like never before. Brands across industries have responded to this situation quite promptly and started investing in TVC and campaigns for essentials and health and hygiene products across media. Whereas, non-essential categories didn’t fall behind and rather started their communications in digital medium by tagging alongside essential categories. Few companies have shifted to the basics and once again emphasised on brand building by highlighting their efforts towards combating the situation through their advertisements.
Brand building is the new focus
With a stepped-up viewership of TV and OTT platforms, lessened advertiser clutter and potentially lower rates due to lower demand, brands have realised that this is the perfect time to invest in brand building by emphasising more on the brand’s core values. Brands have once again started earmarking for BTL so that it can be redirected to deploy on media and have put consumer promos, offers among others on a backseat. They executed brand building by exploring higher ACDs (average commercial durations) and consumer-relatable storytelling.
New industries, new advertisers
As we have entered a much dreaded second phase of the Covid2019 pandemic, there is no clear timeline by when we will emerge out of the unprecedented situation. Therefore, brands need to engage in rigorous scenario-based planning, where they have to make an imaginary timeline of recovery, changes in consumer behaviour and upgraded budgets. The digital-first approach should be the first line of advertising for a brand in this ‘new normal’ situation. Brand’s media plans also need to be aligned with business strategy so that a balance can be made between opportunity and reality. One needs to keep in mind that whenever there is an extended lockdown, there is a downward pressure on consumer purchasing power and planned purchases will be on the lower side.
(The author is director, Bonn Group of Industries. The views expressed in this column are his own and Indiantelevision.com may not subscribe to them.)
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
