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<ul><li>Today on March 12, Dettol organised an event called #PaighamESehat2020 on the significance of handwashing and overall hygiene practices among children. </li><li>To drive behaviour change communication, the program is aimed to reach 5,500,00 Madrasa schools across India. </li></ul>As panic around Corona Virus keeps going up, with increasing number of affected cases being detected in India, Reckitt Benckiser’s Dettol, along with NDTV, held an event called Paigham-e-Sehat, making the brand trend on Twitter for all the right reasons. 
	<div type="twitter" handle="banegaswasthind" handlename="Banega Swasth India" image="http://pbs.twimg.com/profile_images/1158719325093552128/jDHjn0Bf_normal.jpg" favoritecount="5" retweetcount="5" status="Prepping for a very eventful day, today with the launch of #PaighamESehat2020 on the significance of handwashing &amp;… https://t.co/Yi8B26nxDF" createdat="1583987698000" id="1237960252114571264"></div>



 While the event is a part of a larger campaign that Dettol and NDTV organize, around the importance of washing hands regularly to avoid diseases among school children, the timing of the event was lauded by many in the Twitterverse, considering washing hands regularly is said to be a way of avoiding Corona Virus, too. Dettol Banega Swasth India Handwash Digital Curriculum launched the second phase of the program in collaboration with the All India Organization of Imams of Mosque. The program in its first phase successfully influenced the lives of 1,00,000 children through a holistic hygiene education program. 
	<div type="twitter" handle="banegaswasthind" handlename="Banega Swasth India" image="http://pbs.twimg.com/profile_images/1158719325093552128/jDHjn0Bf_normal.jpg" favoritecount="29" retweetcount="63" status="https://t.co/uFXzAmnlWy" createdat="1583990368000" id="1237971450218172416"></div>



 
	<div type="twitter" handle="kapilianJB" handlename="Parth Solanki" image="http://pbs.twimg.com/profile_images/1232365213321777154/e17-vH4z_normal.jpg" favoritecount="2" retweetcount="3" status="Using soap and a loofah, sponge, or washcloth, wash your entire body well to scrub off dirt and skin. This allows n… https://t.co/slLmHsYNgS" createdat="1583995861000" id="1237994488510857216"></div>



 According to the World Health Organization, poor hygiene practices are believed to be the main cause of death among children under five years. Significantly, primary research showed that there is a huge difference in knowledge (50%), attitude, practice (32%) and behaviour around handwashing among kids in Madrasas. With the initiative, Reckitt Benckiser aims to create a positive impact on children and ensure we create the shift in knowledge from 50% to 90% in year two. The program is aimed at gaining mindshare and turning the best hygiene and sanitation practices into natural habits among the school children across various regions in rural India. It is conceptualized keeping in mind the background, acceptance and the current academic curriculum of the kids. The video-based learning program is available for the children in both Urdu and Hindi. In its second phase, the program will improve knowledge. Salient features of the program: <ul><li>Module included as a co-curricular/extra-curricular activity in schools</li><li>Module provides innovative ways of engaging children through text and audio-visual content, training, games, etc.</li><li>The content of the modules /capsules can be tailored for schools across government schools across peri-urban, rural and backward regions</li><li>Three level of modules are in place for different grades elementary, intermediate and high school </li><li>Modules are available in 7 languages and are translatable in various regional languages</li></ul>Elated on the launch, Ravi Bhatnagar, Director External Affairs and Partnerships, RB Health India, said, “We are proud of the impact created by the initial year of Paigham-e-Sehat in creating knowledge, behavior, attitude and practice of the hygiene and handwashing across Madrasas. This year we are focusing on driving behavior change through collective community efforts. Consequently, we will execute this campaign in a phased manner to sensitise about 6 crore children in over 5,50,000 madrasas in India, over a period of five years. I strongly believe that this effort would help boost the movement we have gathered to reach the desired goal of overall cleanliness (सफाई) and health (सेहत).” Commenting on the development, Dr Imam Umer Ahmed Ilyasi, Chief Imam of All India Imam Organization said, “Education is the catalyst to social change and one of the most critical areas of empowerment for children. We are proud to embark phase II of our partnership for Dettol Banega Swasth India Handwash Digital Curriculum. After witnessing the success from phase I wherein the program effectively impacted lives of 1,00,000 children, we are confident that our collaboration will ensure outreach to many more children resulting in a healthier India.”

Reckitt Benckiser’s Dettol organises #PaighamESehat2020 to spread awareness around hygiene amidst Coronavirus panic; aims to reach out to 5,500,00 students

<ul><li>The <keyword id="2553399" type="General" weightage="20" keywordseo="amazon-sale" source="Orion">Amazon sale</keyword> event brings various discounts and offers across categories. </li><li><keyword id="3712469" type="General" weightage="20" keywordseo="amazon-great-indian-festival-sale" source="Orion">Amazon Great Indian Festival sale</keyword> is live from September 22, 2022. </li><li>Check out the post below to avail the best <keyword id="1605125" type="General" weightage="20" keywordseo="deals-of-the-day" source="Orion">deals of the day</keyword>.</li></ul>The <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-great-indian-festival-sale-best-deals-and-offers/articleshow/94004700.cms">Great Indian Festival sale</a> is live on the platform. The sale began on September 22, 2022, and still offers exciting offers and discounts. Offering plenty of options to save extra like bank offers, exchange offers, cashback, coupons and more, this sale can be a great time for festive shopping. If you are looking to buy your favourite products or have some items wishlisted, it's the right time to recheck the prices and grab the deals. With many offers across the categories, it might be difficult to check what's worthy. To help you out, we have curated a list of the top deals running today to make you the most out of the day. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;background-color:#000000;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Article </td></tr><tr><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;background-color:#d9d9d9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/business/ecommerce/news/amazon-great-indian-festival-sale-best-deals-and-offers/articleshow/94004700.cms">Best Great Indian Festival deals</a> </td></tr><tr><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 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Originally priced at ₹2,499, you can now get these headphones for ₹549 only. It has a lightweight design and a flexible band to ensure comfortable usage. Echo Dot (3rd Gen, Black) + Wipro 9W LED Smart Color Bulb <a href="https://www.amazon.in/Black-Wipro-Smart-Color-combo/dp/B096S89393?ref_=Oct_DLandingS_D_e4f4420b_61&amp;smid=A2AL6IVND0I91F"><cmsannotation type="cmsannotation" annotationid="B096S89393" comment="amazoncard" text="B096S89393">B096S89393</cmsannotation></a> Echo dot 3rd generation and Alexa LED bulb combo are currently available at a discounted price of ₹1,599, 75% less than the original price. Suitable to be controlled by a voice assistant, these can be a good option to use. 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It features an 8MP AI dual camera at the back and a 5MP camera at the front. It has a 6.52-inch HD+ display and is powered by a MediaTek Helio A22 processor. 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Dettol Liquid Disinfectant <a href="https://www.amazon.in/Dettol-Disinfectant-Cleaner-Home-Fresh/dp/B07QK29V9G?ref_=Oct_DLandingS_D_14c9df17_74&amp;smid=A15APWRK6P7LBV"><cmsannotation type="cmsannotation" annotationid="B07QK29V9G" comment="amazoncard" text="B07QK29V9G">B07QK29V9G</cmsannotation></a> Dettol is offering a 30% discount on this liquid disinfectant. Originally priced at ₹346, you can now get this for ₹242 only. It has a lime fresh fragrance to prevent odour. The disinfectant can be used for personal and home hygiene. You can also save an extra 10% with a coupon that applies to the subscribe and save purchase option. Harpic Disinfectant Toilet Cleaner, Pack of 2 <a href="https://www.amazon.in/Harpic-Original-Powerplus-Pack/dp/B016D3J92M?ref_=Oct_DLandingS_D_14c9df17_61&amp;smid=A15APWRK6P7LBV"><cmsannotation type="cmsannotation" annotationid="B016D3J92M" comment="amazoncard" text="B016D3J92M">B016D3J92M</cmsannotation></a> This pack of two harpic cleaners is now available for ₹331. It is formulated to kill 99.9% of germs and remove tough stains. You save ₹59 on this during the sale.

Top deals of the day on Amazon during festival sale

<ul><li>TV advertising saw a good revival in H2 2020.</li><li><keyword id="6365619" type="DOMAIN" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword> was the biggest advertiser in 2020 with a 30% growth in <keyword id="9064221" type="COMPANY" weightage="20" keywordseo="ad-volumes">ad volumes</keyword> over 2019, followed by the <keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> Group, with their ad volumes growing by 37% in 2020 over 2019.</li></ul>In a challenging year for India and the world, television ad volumes in the second half of 2020 saw a substantial increase. According to <keyword id="65298" type="COMPANY" weightage="20" keywordseo="BARC">BARC</keyword>, Hindustan Unilever was the biggest advertiser in 2020 with a 30% growth in ad volumes over 2019, followed by the Reckitt Benckiser Group, with their ad volumes growing by 37% in 2020 over 2019. “Television continues to be the screen of the household and the most important medium for all the major advertisers to reach their audience pre-pandemic and post lockdown too. Return of originals along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year, as compared to 2019,” said <keyword id="7538858" type="UNKNOWN" weightage="20" keywordseo="aaditya-pathak">Aaditya Pathak</keyword>, Head – Client Partnership &amp; Revenue Function, BARC India. Movies genre saw significant growth in ad volumes in 2020 as compared to 2019. Hindi GEC witnessed the highest growth in ad volumes with 10% as compared to 2019. Other Regional GECs saw a growth of 8% as over 2019. News genre in 2020 too had the highest volume, while Ad Volumes dropped by 1%. A heightened consciousness of safeguarding our health, understandably gave a boost to the antiseptics and personal care categories. Ad volumes for Dettol Toilet Soaps and Dettol Antiseptic Liquid, went up by 118% and 136% respectively. Horlicks ad volumes also surged by 60% in 2020 as compared to 2019. In this pandemic necessitated lockdown, and people confined to their homes, digital brands too, turned to television to capitalise on the undisputed reach of the medium, given the changing consumer buying habits. During the peak lockdown in April and May, the ad volumes for digital brands was the highest with 16% and 13% respectively as compared to the month of January 2020. The highest ad volumes share for digital brands in 2019 was at 9% in the months of March, September and December.

Television ad volumes of H2 2020 grew 34% over H1 2020: BARC

<ul><li><keyword id="9064221" type="COMPANY" weightage="20" keywordseo="ad-volumes">Ad Volumes</keyword> for Jan-Feb 2021 are the highest since 2017.</li><li>FMCG &amp; ECOM categories grew by 36% &amp; 21% respectively during this period compared to 2020.</li><li>Brands like Whitehat Jr., Harpic Power Plus and Vaseline Intensive Care, are the new entrants in this period in 2021.</li></ul>“Continuing the momentum built in H2 of 2020, <keyword id="9063979" type="UNKNOWN" weightage="20" keywordseo="TV-ad-volumes">TV Ad Volumes</keyword> have had the most promising start with January &amp; February Ad Volume levels of 2021 being the highest ever in 5 years. A lot of sectors/categories, and key non-FMCG brands, also seem to have increased their presence on TV during this period which augurs well for the medium.” said, Aaditya Pathak, Head – Client Partnership &amp; Revenue Function, <keyword id="2801660" type="COMPANY" weightage="20" keywordseo="BARC-India">BARC India</keyword> Advertising revival has evidently seeped into Jan-Feb 2021, catapulting Ad Volumes, at the start of the year, by 21%, thus making it the highest since 2017. Among the Top genres, Movies &amp; Music + Youth registered higher growth than the average growth in Overall Ad Volumes (25% &amp; 24% respectively), followed by GEC &amp; News with 21% &amp; 18% growth respectively, during Jan-Feb 2021 over the same period in 2020. While the Top 10 Advertisers drove the TV Ad Volumes with 45% contribution and 35% growth, the next 40 Advertisers rode alongside, garnering 25% growth during Jan-Feb this year. 2020 witnessed new entrants in <keyword id="407416" type="PERSON" weightage="20" keywordseo="TV-advertising">TV Advertising</keyword> and the rise of the Advertisers in Digital segment, especially the ECOM category. This phenomenon holds true for the current period in consideration as well. ECOM grew by 21% in Jan-Feb 2021, showing a consistent growth YOY in TV Advertising. Other Categories like Retail and Building, Industry &amp; Land Materials, are increasing spends this year, compared to 2020. While brands like Lizol, Dettol &amp; Harpic emerged as the most advertised brands during Jan-Feb 2021, many Non-FMCG Brands have also increased their presence on TV during this period. TV Advertising has set the bar high for the year that remains. The upcoming big National and International Events are likely to keep TV as the platform of choice for advertisers in reaching out to the millions of homes across India.

TV advertising witnesses revival, Jan-Feb 2021 records highest ad volumes in the last 5 years: BARC

New Delhi, <keyword id="45395" type="COMPANY" weightage="20" keywordseo="Google-India">Google India</keyword> on Thursday said it is simplifying the <keyword id="35497" type="PERSON" weightage="20" keywordseo="policies">policies</keyword> around gamified loyalty programmes and features in the country, that are based on a qualified monetary transaction in the app and offer prizes of cash or other real-world value. Last year, <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword> pulled the Paytm app from the <keyword id="1470391" type="ORGANIZATION" weightage="20" keywordseo="Play-Store">Play Store</keyword> for not complying with its gambling policies and had a face-off with Zomato and Swiggy for running cashback-based <keyword id="1636249" type="PERSON" weightage="20" keywordseo="IPL-games">IPL games</keyword>. The tech giant said that app developers in <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword> are actively building uniquely Indian features and services. "One example is the use of mini games, quizzes and other gamification techniques to delight users and convert them into loyal customers. These experiences are often launched during important festivals and sporting events, and getting it right within the specific time window is critically important," Google India said in a statement. For example, the policy provides updated guidance on the use of features such as a spin-the-wheel experience, a guessing game, or a 1:1 points redemption to drive loyalty. The update aims to provide more clarity on policy requirements for loyalty programme disclosures and features, and is designed to safeguard users and optimize the developer experience. ''While we do not allow Real Money Gambling apps on the Play Store in India, we remain committed to engaging with industry and government bodies as they deliberate on measures that will best support this industry,'' the company noted. In addition, the search engine giant also launched a web resource called 'How Google Play Works' -- a repository of useful information and best practices to enable developers to continue delivering innovative and secure apps and games to people around the world. It also contains India-specific details on programmes that local developers can leverage to find success and scale. For users, this site helps to demystify key aspects of the Google Play platform and explains how user security and protection remains at the heart of everything we do. "We are committed to enabling a trusted ecosystem and being responsive to the needs of India's entrepreneurs as they build innovative and engaging experiences for consumers around the world," the company added. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/indian-grooming-startup-bombay-shaving-company-gets-45-crore-investment-from-dettol-maker-reckitt-benckiser/articleshow/80491558.cms">Indian grooming startup Bombay Shaving Company gets ₹45 crore investment from Dettol maker Reckitt Benckiser</a> <a href="https://www.businessinsider.in/budget/news/india-needs-to-add-massive-amount-of-solar-and-wind-power-capacity-this-year-to-meet-its-first-target/articleshow/80496138.cms">India needs to add massive amount of solar and wind power capacity this year to meet its first target</a>

Google India to simplify Play Store policies for games people play on apps

<ul><li>Some of the top brands in week 13 (starting from March 28) are Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. </li><li><keyword id="1736818" type="PERSON" weightage="20" keywordseo="Social-Advertising">Social advertising</keyword> from the Government and NGOs on television grew by 244% and 628% respectively. </li><li>Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives continue to advertise on television. </li><li>Toiletries (190X), Social organisations (66X), ice cream (11X) were the highest contributors. </li></ul>In the 13th week of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> disruption starting from March 28, a report by BARC India and Nielsen called 'Crisis Consumption on TV and Smartphones' revealed that advertising Free Commercial Times (FCT) increased by 9%. Sports, social advertisements, toiletries, ice cream were the highest contributors. Social advertising from the Government and NGOs on television grew by 244% and 628% respectively. Some of the top brands that contributed to FCT in week 13 were Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives also continued to advertise on television. The same trend of social messaging followed on digital platforms. Creatives specifically designed referencing COVID-19 are seeing a rise across multiple sectors. Top brands like Amul, Godrej, Audi, Zomato, Lifebuoy played their part to reinforce and support social distancing. They changed their logos and spread awareness around the precautions that need to be taken to stay away from Coronavirus. BARC’s data also revealed that the return of classics on Doordarshan made it the most watched channel across India. PM Narendra Modi’s video message on #9PM9Min, released on April 3, was the biggest news event ever as it garnered 1 million viewing minutes. During the nine minutes blackout period, TV viewership recorded was the lowest since 2015 as it dropped by 60%. The decline started by 08:53 PM and came back to current trends only after 9:30 pm. <div type="image" title="9 mins impact" msid="75060694" hostid="261"></div> Some of the Key Highlights of TV and Smartphone consumption during the third week of Lockdown are as follows: <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BARC </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nielsen Smartphone Panel </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Coverage </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban + Rural) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban 1 Lakh plus) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TG </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALL NCCS 2+ years </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><ol><li>NCCS ABC 15-44 years </li><li>Android Smartphone Users </li></ol></td></tr><tr></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Time Period </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 11th Jan 2020- 31st Jan 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 13th Jan 2020 - 2nd Feb 2020 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 – 28thMarch 2020 to 3rd April 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 - 28thMarch 2020 to 3rd April 2020 </td></tr></tbody></table> <ol><li>India divided on various emotions of feeling Happy, Anxious, Frustrated, Scared and Peaceful – missing out on me-time indulgences and office time </li><li>The Prime Minister’s request on #9PM9MINS garnered the lowest ever Total TV viewership for those 9 mins since 2015 </li><li>India follows the global trend in showing continued increase in TV (43%) and Smartphone consumption(13%) this week vis-à-vis the Pre COVID period </li><li>The growth in TV consumption this week driven by the Movies Genre(77% growth). Significant increase in Time spent on watching Movies (52% growth) on the Smartphone </li><li>Return of the Classics makes DD National the most watched channel this week across India. </li><li>While the return of the Old Classics improves viewership on DD National and Pay GEC Channels, Smartphone viewers increase consumptions on Original Series with 32% growth over the Pre COVID period </li><li>Non-Primetime continues to be the growth driver for TV (81% over the Pre COVID period) with early morning and late night slots also showing a growth </li><li>Social Connectivity stabilizing as people get used to the new normal while the surge in time spent on Digital News consumption stays </li><li>Gaming continues to show growth (44% over the Pre COVID period) - categories like Virtual Education and Virtual Drives increased consumption </li><li>Free Commercial Time (FCT) on TV advertising grows by 9% on the back of social advertising </li><li>On Digital Advertising, no drop in the count of creatives for 11 out of 19 categories – drop seen in Retail, Travel and Auto</li></ol>

Advertising FCT grew by 9% in week 13 of COVID-19 disruption on the back of social advertisements: BARC-Neilsen

<ul><li>The pandemic has had an enduring effect on our work lives. More and more organizations and individuals are preferring flexibility when it comes to workspaces.</li><li>We recently caught up with <keyword id="11962916" type="General" weightage="20" keywordseo="Dharam-Mehta" source="Orion">Dharam Mehta</keyword>, Head of Business Operations, <keyword id="2918346" type="General" weightage="20" keywordseo="wework" source="Orion">WeWork</keyword> India who helped us understand the impact the pandemic has had on the <keyword id="2498362" type="General" weightage="20" keywordseo="co-working" source="Orion">co-working</keyword> space, where things stand now and what the future of flexible and co-working spaces will look like.</li></ul>The last 17 months have seen workplaces go through different phases as work cultures slowly evolve, thanks to the enduring impact of the pandemic on our lives. Companies that could never considered remote work are now considering it seriously. And this could come as a blessing for the <keyword id="7047107" type="General" weightage="20" keywordseo="flexible-workspaces" source="Orion">flexible workspaces</keyword> segment . A study by McKinsey from earlier this year revealed that the 278 executives it surveyed in August 2020, are on an average, planning to reduce office space by 30%. The future of the the workspace seems hybrid. Most companies are charting plans to introduce rostered work shifts and flexible timings into their model. While a lot of us were happy about the cut down in travel due to the lockdown, the pandemic and the work-from-home situation has led to fatigue, people want to go out, interact more and that’s where again, flexible workspaces could be a boon for companies and employees. In a recent conversation with Dharam Mehta, Head of Business Operations, WeWork India, we tried to understand the impact the pandemic has had on the co-working space, where things stand now and what the future of flexible and co-working spaces will look like. Excerpts: Q) After the second wave, most companies are considering a hybrid work model which could help co-working spaces. What is the opportunity for the industry? In the past few months, employees have inevitably been challenged by the long-term fatigue, limited social interaction and inadequate infrastructure which have become synonymous with work-from=home. This has taken quite a toll on the mental health of employees, with work-life balance and compartmentalization a priority, now more than ever. According to a recent report by Microsoft, 73% workers said they are craving more in-person time with their teams. And more than 3 in 4 Indian workers (74%) are keen on flexible remote work options. This sheds light on the growing potential for flexible workspaces, which cater to the evolving needs of businesses and the ever-expanding workforce. As the hybrid work scenario evolves, people want to stay and work closer to home. Flexible workspace providers like WeWork help reduce commute time by offering flexibility and customization; contributing to increased productivity and a stronger work-life balance through spaces in prime locations. Additionally, with the safety and health of employees at the forefront of conversations, businesses are looking for flexible workspaces with the highest levels of safety protocols in place, while also looking for options that are accessible to employees across the country. WeWork has always had stringent health protocols in place and has advanced these measures to ensure a safe working environment for our members. We also offer access to a culture of community, collaboration and networking on a global scale. With young, ambitious people looking to network and grow, this enables enterprises to expand their talent pool as well. Q) How have things been for WeWork from a business perspective? The last year and a half has been challenging for all industries. That being said, we have seen a consistent uptick in the demand for our workspaces. In fact, the first quarter of 2021 was our best sales quarter yet at WeWork India, with 10,000 desks sold. Despite the slow absorption for commercial real estate with 5.53 million sq ft leased in Q1 2021, WeWork remained bullish with driving sales and net absorption, with over 7 lakh sq ft of area being sold (over 10% of the total leasing in the market). In line with our commitment to long-term growth, in April 2021, we announced a fresh round of funding of Rs 200 crore as well. This comes after an initial round of funding from WeWork Global of $100 million in June 2020, reiterating stakeholder confidence in the flexible workspace industry in India On the demand side, flexible workspaces continue to witness an uptick given the various solutions it offers to businesses of all sizes. There is also a definite rise in large corporations and enterprises adopting the flexible workspace model. In its latest report for the office market, property consultant Cushman and Wakefield said the total seats leased by enterprises could cross 50,000 during the 2021 calendar year. We have seen a consistent rise in large enterprises wanting to shift to our workspaces and sign long-term deals. Over 60% of our member base in India comprises large enterprises and since the lockdown, we have seen a 10% rise in our enterprise portfolio. Flexible lease options and customized product offerings provided by WeWork promote business agility that enable long term expansion and employee retention. For eg: Tata Sky Broadband in May 2021 signed a one year commitment to our On-Demand service, making WeWork its workspace of choice for its 250 employees. This allows TATA Sky Broadband employees to work from any WeWork location across the country, and using the On-Demand product, teams can choose when and where they would like to come together and collaborate. Colliers India has also recently shifted their headquarters to WeWork at Two Horizon Center in Gurugram. This is a specially curated and designed workspace for the company, providing them with the ease of access and flexibility they require. Q) Do you anticipate there will be an increase in the number of individuals opting for co-working spaces too, in post second-wave times? With the new normal blurring the lines between work and personal life, more and more people are looking to come back to work and have realized the importance of compartmentalization. With more and more time being spent indoors, the opportunity to engage and collaborate with co-workers has been limited. In such times it is more important than ever to ensure a sense of community. WeWork, through its collaboration, networking opportunities provide its members a sense of community in their workspace, which offers small businesses an added benefit. Infact, while 60% of our member base is currently enterprise, the rest 40% comprises individuals, small and medium size businesses as well. Our successful growth through the first quarter is a result of growth across all sizes of businesses. Furthermore, entrepreneurs, startups and small businesses find a stronger sense of community at our workspaces. The networking opportunities available at our spaces are often unparalleled and are a contributing factor to this demand. Q) What does WeWork's virtual offices entail? How can people benefit from it? At WeWork, we are constantly looking for ways to create an accessible and easy way of working for our members and all the companies we work with. We noticed the gap in the fact that companies which need to be registered in India need to have an office address and to address that need, we announced our new product offering Virtual Offices. This is running in all 6 cities of WeWork India where we are offering our network of office spaces for businesses to use as their own address on a subscription basis. This allows companies a professional address which goes on to their business cards, becomes their communication address and gives them access to all 35 WeWork buildings across 6 cities in India. Till date, we have already catered to more than 100 companies where the process is completely self-serve and digital and helps save valuable customer time as it takes a couple of minutes. It has various favourable packages starting from 6 months that goes upto 24 months. These memberships also include monthly credits worth Rs 2500 as an introductory offer. Additional benefits bundled into the offering include mail handling and storage facilities, ability to use credits to access meeting rooms or to use them as day passes across the entire WeWork network in India. These benefits can be availed by any employee in these companies as well. Prioritizing health and ease of usage for potential members, WeWork has ensured an end-to-end digital process for registration including NOC signing and agreement processing which can be done within a couple of minutes. Q) While things are slowly getting back to normal, we are still some time away from people getting completely comfortable with sharing spaces. How are you then encouraging and assuring people/corporates about the safety of coming to your office spaces? We were quick in reviewing member feedback, and worked with industry partners across health and safety, cleaning, construction, and design to provide enhancements and developed a workable plan to safeguard our members and employees. We have focused on constantly engaging with our members and employees, by listening to their needs and requirements and also ensuring we kept in touch through the lockdown via virtual events and regular catch-ups. As some of the key precautionary measures, all our buildings are fumigated and sanitised thoroughly before members come in. From a seating arrangement perspective, spaces in common areas and conference rooms are modified to ensure a minimum of 6 feet distance between two people. We have also implemented mandatory temperature screenings outside our buildings and all our members and employees will go through that check before entering the space. We also launched the WeWork Safe Program in partnership with Dettol to deliver industry-defining standards of cleanliness and disinfection across all our buildings. We are also the only shared workspace in the country to have received the global certification from The British Safety Council, for our efforts in taking stringent risk management and control measures to keep the environment safe and secure for all members and stakeholders. Q) With more and more people wanting to cut down on travel, and wanting to work from close to their homes, what are your plans of further expanding your presence and also entering smaller cities? At WeWork, flexibility is our core competency and what we do best, be it pricing, occupancy models, locations or scalability, WeWork is equipped to offer the most flexible and customizable solutions to businesses in a very short span of time in any of our 35 buildings across 6 cities. Our membership model of hot desks, dedicated desks, and private offices have already found popularity among enterprises and small businesses. Added to that, the new product offerings such as WeWork On Demand, WeWork All Access and WeWork Business Solutions offer flexibility to businesses and entrepreneurs to make decisions for their businesses to thrive without the burden of fixed asset investments. As of now, our plans are to provide all our members the safest, most hygienic and customized workspaces that help them achieve their goals. Our goal, for the foreseeable future is sustainable growth and profitability. We will continue to innovate on how we can enhance our member experiences and continue to add value to their businesses. Q) What will the workplace of the future look like? The pandemic has been a catalyst for a new future of work. While companies proved that working from home is possible, most don’t intend to be 100% remote forever. The workplace of the future is hybrid in nature and flexible at its core. The main driving forces behind businesses opting for flexible workspaces like WeWork, will continue to be flexibility, agility, safety and community at the workplace. What this challenging period has done is created a desire for asset-light models which enables adaptability. This has led to the intent of moving real estate costs to a variable expense as opposed to a fixed one, which would unlock significant cash in hand. This gives the much needed agility to businesses to react to market fluctuations in a swift and smoother manner. From a member/employee perspective, high standards of safety and hygiene will continue to be paramount. Fostering a company culture and a sense of community are also essential to maintaining employee engagement and well-being, amplified in today’s times after this prolonged social isolation. The extended WFH situation has taken a toll on overall mental being and employees are craving compartmentalization and a work-life balance along with the flexibility of being able to work from convenient locations. At WeWork India, we strongly believe that flexible workspaces will continue to drive the future of work in the post-COVID scenario. Q) What are a few trends in the shared workspaces industry that we should watch out for? The new normal has led to the emergence of new working styles, such as rostered work shifts and flexible timings. There is a definite rise in large corporations and enterprises adopting the flexible workspace model. In its latest report for the office market, property consultant Cushman and Wakefield said the total seats leased by enterprises could cross 50,000 during the 2021 calendar year. More organisations are embracing the idea of flexible workspaces as a viable option as they are able to save on overhead costs and fixed assets. According to a recent report by Microsoft, 73 per cent of workers said they are craving more in-person time with their teams and more than 3 in 4 Indian workers (74 per cent) are keen on flexible remote work options, a Deloitte study states that 94 percent of respondents indicated they would benefit from work flexibility, where 43 per cent of respondents have said that workplace flexibility is the best for having stable mental health. According to the Accenture Future of Work Study 2021, 83% of employees surveyed favoured a hybrid work model where 85% of the corporates feel that being a part of a flexible work model could help them stay longer with an organisation. Furthermore, employees have wanted to come back to work, with many companies recognising the importance of teamwork dynamics contributing towards productivity. After prolonged work from home in isolation, we have seen the toll taken on mental health, collaboration, performance management and most importantly, <keyword id="6458484" type="General" weightage="20" keywordseo="work-culture" source="Orion">work culture</keyword>.

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Reckitt Benckiser’s Dettol organises #PaighamESehat2020 to spread awareness around hygiene amidst Coronavirus panic; aims to reach out to 5,500,00 students

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TV advertising witnesses revival, Jan-Feb 2021 records highest ad volumes in the last 5 years: BARC

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Advertising FCT grew by 9% in week 13 of COVID-19 disruption on the back of social advertisements: BARC-Neilsen

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This challenging period has created a desire for asset-light models which enables adaptability: Dharam Mehta, WeWork India

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