MAM
From Fevicol to Dettol, brands play active role in creating awareness on COVID-19
MUMBAI: As confirmed novel coronavirus cases have reached 167 in India, brands across different sectors have started creating social awareness campaigns to educate consumers about the disease. Streaming giant Netflix, Zomato, Hindustan Unilever’s Lifebuoy, Reckitt Benckiser’s Dettol and Amul, among others, have joined the bandwagon to stay relevant and express solidarity with people during COVID-19 scare.
Lifebuoy
Sensing the fear among people, personal hygiene brands have started posting precautionary tips. HUL’s Lifebuoy has been actively promoting the use of alcohol-based hand sanitizer to stay safe. The campaign was praised for its message, as it mentioned key competitors such as Dettol, Lux, Godrej No 1, Santoor in its ad and urged people to buy any product which is easily accessible to them.
Dettol
Reckitt Benckiser, a consumer health and hygiene company, has launched a Paigham-e-Sehat campaign around its brand Dettol. To drive behaviour change communication, the programme is aimed at 550,000 Madrasas across India. Prior to this campaign, Dettol in partnership with TikTok launched #HandWashChallenge to raise awareness about washing hands.
@urvashirautela Wash Hands and Stay Cool ##HandWashChallenge @dettol_india
Amul
Dairy brand Amul never misses a chance to stand out. For instance, the brand featured a topical ad with Amul girl washing hands as the caption read ‘Better saaf than sorry’. The ad appeared on all social media platforms like Twitter, Facebook and Instagram.
#Amul Topical: Precautions against the Coronavirus! pic.twitter.com/kdilfocb0f
— Amul.coop (@Amul_Coop) March 3, 2020
Fevicol
Fevicol is known as a brand which has mastered the art of ‘moment marketing’. During the times of COVID-19 scare, Fevicol tweaked its iconic logo of two elephants and increased the distance between them to convey the message of social distancing.
Social distancing made simple
#CoronaVirus #FevicolKaJod #MazbootJod pic.twitter.com/wf8WF9TxmE
— Fevicol (@StuckByFevicol) March 17, 2020
Zomato
Zomato’s Deepinder Goyal through his twitter handle talks about the precautionary measures taken at Zomato.
Here is what we are doing as precautionary measures to address COVID-19.
Contactless food delivery is already available on the @zomato app through our ‘delivery instructions’ feature. An app update over the weekend will make this explicitly clear to everyone. pic.twitter.com/HJ012g5zfH
— Deepinder Goyal (@deepigoyal) March 13, 2020
Viviana Mall
Viviana mall in its social media campaign urges people to spread information and not panic.
It has collated a few important tips to protect ourselves from COVID-19.
Mad Over Donuts
MOD through its social media post builds confidence among people by talking about the hygiene maintained while preparing food. It has mentioned how the entire staff wears gloves and masks while cooking.
Balaji Motion Pictures
With the COVID-19 pandemic becoming increasingly prevalent around the globe, Ekta Kapoor’s Balaji Motion Pictures requests people to stay indoors.
Red Chillies Entertainment
Red Chillies Entertainment through its post explains the importance social distancing.
A little caution today can give us a healthier tomorrow!
Maintain #SocialDistancing and stay safe. #Coronavirus #COVID19 #CoronavirusPandemic pic.twitter.com/NlV2HREOxa— Red Chillies Entertainment (@RedChilliesEnt) March 18, 2020
Treize Communications
As the novel coronavirus outbreak grows, companies are asking their employees to work from home for their safety and work efficiency. Treize Communications brings in some tips for making work from home easy and fun.
Viacom18
Viacom18 in through Instagram post are educating people to stay safe amidst novel coronavirus scare. They have set out certain precautionary measures to create awareness around the disease
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
