A Narrative of the New Normal through Marketing

Historians of the future are going to have a good time documenting ‘‘The Great Lockdown” of the 21st century. (I’m not joking, that’s what it’s called. Check Wikipedia) The most unexpected affair of the year 2020, the Coronavirus Pandemic is a menace for some, and a great opportunity for others, but overall, we can all agree that this has been a year full of unpleasant surprises. That is putting it lightly. We have come a long way from times of disbelief that the virus could spread, to when there was a shortage of hand sanitizers, from a time when people religiously stayed home for fear of contracting the virus, to moving about freely in oblivion or in denial of the pandemic, from when people were eagerly anticipating the IPL to wondering why it ever started (speaking directly to CSK fans), from binge-watching TV shows and movies for hours on end, to being forced to binge on college classes for hours on end. This pandemic subtly changed us in many ways. The Tale of the Pandemic can be seen through many lenses, but stay with me as we explore the pandemic through the eyes of goods and services and how some products came to be incorporated in our daily lives that have become a sign of our times.

One month before the lockdowns were announced, many parts of India witnessed surges in the retail sales of masks and hand sanitizers, with many small businesses including medical shops announcing that they were quickly running out of these new ‘essentials’. This led many cosmetic companies to start selling sanitizers such as Himalaya Herbals. Organic cosmetic companies joined the trend and began selling organic hand sanitizers such as Deyga Organics Sanitizer priced at MRP 550. It was not too long ago that hand sanitizers were spotted among college students who in most cases used them to escape into the comfort of their sweet-smelling fragrances. It was not unusual to find students amusing themselves with the hand sanitizers’ instant vaporisation! Its use has now shifted to the entire world which is using hand sanitizers compulsorily. Anywhere one goes, it isn’t unusual to see a bottle of sanitizer displayed on a table outside and a guard staring down at you and then at the sanitizer suggesting that you use it. Whether you go to a friend’s house or get into an auto, it isn’t unusual to be greeted first with an outstretched arm holding a bottle of sanitiser in hand and then a greeting.

The New Normal, among other aspects, is characterised by one distinct trend. Some would say this is the only distinct trend that sets apart current times from the pre-corona world - the Infamous Mask. After about 8 months of consecutive lockdowns and various restrictions, one of the remnants of the fear of Covid-19 in public places is witnessed in the masks worn by people, be it in supermarkets, restaurants, hospitals, buses or roads. Everyone, at least for the most part, can be seen religiously wearing a mask or stopping to buy one from roadside stands that now display and sell a variety of masks in different cloth, cut and colour. Brands were quick to jump in on this trend, from well known companies like Wildcraft and Nike, to small fashion brands such as Polago Clothing and even neighbourhood tailors who added a complimentary, matching mask with the clothes they stitched!

Quarantine Students and Work-From-Home Employees ensured that telephone and broadband network services made handsome profits. Anyone who pledged to reduce their phone usage time as a 2020 New Year resolution, bade goodbye to their hopes as all communication and entertainment turned to phones, laptops and the Internet. Internet usage has increased tremendously worldwide. According to Forbes magazine, ‘As millions of people go online for entertainment and more, total internet hits have surged by between 50% and 70%, according to preliminary statistics.’ There has also been an increase in Over-the-Top (OTT) streaming which has jumped by at least 12%, according to estimates. ‘Netflix alone added nearly 16 million new subscribers during the first quarter of 2020, and its growth numbers more than doubled what the company predicted in January.’ (Source: Forbes) Not to mention online video-calling platforms such as ZOOM and GoogleMeet which profited greatly. Online shopping services such as Amazon and Big Basket too were quick to release services to help the world adapt to this New Normal, rolling out efficient services to deliver groceries and essential items to homes, thus saving people the risk of venturing out or stepping into crowded shops and supermarkets.

Another striking feature of quarantine is the rise in baking among the general public. Numerous families had at least one person who started baking purely as a result of boredom. If it’s true that baking is like therapy, then it explains the increase in baking as an activity. Not only that, many saw the perfect opportunity to start their own baking businesses through Instagram and Google Pay. For example @patisserie_heist (an all-deserts baking business) and @k.i.m.b.e.r.l.e.y.s_ (a cake and brownie baking business).

Regardless of it all, advertising and marketing were what kept the world running even during complete lockdown. Through generating revenue from running advertisements on television and online platforms, advertising kept the world’s economy afloat to a certain extent.

Note: The Coronavirus Pandemic is a serious concern. The above article is in no way meant to downplay the seriousness of the pandemic. Kindly look at this webpage for the latest information about the pandemic:https://www.worldometers.info/coronavirus