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<ul><li>While we all are watching, worrying about everything that’s happening outside from behind the closed doors, delivery personnels from Dunzo, Medlife and Housejoy are risking their lives everyday to make sure we get our daily essentials and stay safe.</li><li>We reached out to their marketing heads of these brands to understand the challenges these players have faced in the past 21 days, from delivering products to communicating with consumers and here is how they are functioning in the new normal. </li></ul>While we are all scared and anxious to step out even for a few minutes, brands like Dunzo, Medlife and Housejoy are making sure that we are all safely cooped at home. From catering to the ever-increasing demand to coming up with creative solutions like contact-less delivery that ensure the safety of their consumers, as well as their delivery partners, these brands have embraced the challenges—as and when they come—with open arms. To prepare for the long haul, they are welcoming new delivery personnel, introducing fresh HR policies, sanitising their storing facilities, and reminding their consumers to take good care of themselves by washing their hands and maintaining safe physical distance -- on social media every day. However, things haven’t been simple for these players on the ground. In the first few days of the lockdown, owing to confusion and lack of clarity around guidelines, it was difficult for a lot of these players to function smoothly. Telling us what kind of challenges Medlife faced during the first few days of the lockdown, Meera Iyer, CMO, Medlife, said, “The lockdown has been quite a difficult time for Medlife. In terms of business, our traffic and demand has more than doubled. Organically, a lot of people have been coming online and wanting to order medicines as well as use our e-consultation service. But unfortunately, on the other side, the lockdown has meant total disruption on the ground for our operations team. The supply chain particularly was severely impacted in the first 2 weeks. Things are better now and slowly coming back to normal but it was the case of 2X the number of orders and pretty much 50% capacity on the ground, thereby allowing us to service around 25% of our customers. So customer experience went for a toss during this period.” Despite the limitations that the lockdown brought, it also brought with it a lot of growth opportunities for brands like Dunzo. Elaborating, Sai Ganesh, Head Marketing &amp; Creative, Dunzo said, “Groceries used to be our main category earlier and demand in that category has gone through the roof. We have seen significant organic growth, especially in grocery, medicine, meat and fish. That’s been the biggest opportunity where we are seeing a lot of organic traffic and new users coming in. Housejoy, which is a tech-driven construction, renovation, interiors and Home Maintenance company, rose to the occasion and started delivering essentials. Telling us how they arrived at it, Arpan Biswas, Vice President - Marketing, Housejay, said, “We saw an opportunity as the big players, who deliver essential services, have seen a growth of 6X. However, a lot of their delivery personnel left for their hometowns. So we have internally we offer home services and some of them don’t fall in essentials, so we have supply and tech in place. We just had to add groceries to it. We took a couple of weeks to take a call -- we saw an opportunity and thought this might make sense for us! From there, it was quite easy for us. Also, we wanted to make sure our internal delivery guys get to earn a bit and keep their households running. We have seen good growth so far. If it continues, we will think of approaching this category seriously.” In sensitive times such as today, there's always a chance that if brands come out with marketing communications, their intent will be frowned upon. Telling us how Dunzo is treading that line between communicating what’s required and being opportunistic, Ganesh said, “Our marketing communications in the past 45 days is very rarely focusing on selling the value proposition of Dunzo. We have also tried to use what guidelines WHO released for brands to incorporate social distancing, wearing masks, washing hands regularly, etc, so we have tried to use that. After the first lockdown was announced for two weeks, there was a period when users did not care about what your brand had to say. We saw very little engagement in those two weeks. The first two weeks were spent on informing the audience about what's happening, right things to the users and what precautions we are taking. Right now, they are looking for lighter, humourous content. There is a lot of stress right now and social media is a comic relief for them. So, we have moved to lighter content and none of it sells our product.” To help maintain a positive environment on social media and reach out to a wider audience, Dunzo is also looking at exploring TikTok, which, as Ganesh said, is a great way to connect with their delivery partners. Biswas, on the other hand, reminded us that this situation might not end very soon even if the lockdown opens. Therefore, as a marketer, you need to remind your consumers about the do’s and don’ts they need to follow. He further said, “We should think of ourselves as customers, not marketers. When I think of what is my need v/s want, as a customer, it is the essentials. So I would rather stick to delivering essentials and making sure that consumers get the necessary information. You also need to be very patient and see how things turn out in the next two-three months. We should save cash, not burn it in the media. We should rather create content that adds value to our customer’s life.” Moreover, taking care of the health, wellness and hygiene of their delivery partners is also a priority for most of these brands. Talking about all that Medlife has been doing to take care of its partners, Iyer said, “All our fulfillment centres across 15 cities have a doctor. We have thermal scanning for allowing people to come in. Use of masks and periodic sanitizing is mandatory. And we are doing everything to ensure that their commute to the warehouses and back home is also made safe.”

From delivering essentials to communicating effectively with consumers, here is how these brands are helping us survive the lockdown

<ul><li>Recent estimates of time spent on media consumption pegs the share of <keyword id="6357922" type="ORGANIZATION" weightage="20" keywordseo="Television">television</keyword> at 59% with digital following a close second at 30%. </li><li>Google, which leads digital AdEx revenues, and spent approximately a massive Rs 557 crore on television in 2019, promoting its various services. </li><li>Meera Iyer, Chief Marketing Officer, Medlife.com lists down the reasons why TV gets the lion’s share of marketing budgets. </li></ul> If one was to consider recent statistics, an average adult customer spends nearly 5 hours daily consuming media. Recent estimates peg the share of television at 59% with digital following a close second at 30%. The remaining is made up of other traditional media like print and radio. When you compare the time spent to Adex estimates, TV gets 38%, digital 19%, while print takes the second position at 32% of all marketing spends in the country. In a sense, the ratio of spends to time spent as percentages for both TV and digital are about 64%. Despite this, as a marketeer, given a choice for 2020 and the foreseeable near future, I would choose to invest in television. The foremost reason for this is the simple rule of marketing which indicates that, provided there is budget available, it is good to invest in the medium where customers spend the maximum time. Why? Here are my top 5 reasons. Highest Consumption Television has the highest share of screen time, nearly double digital! Going back to economics, it is best to advertise here if you have the spending power. What’s more is that the reach is also better. About 195 million households (~80% of the total) own a television in India, of which 80% are CNS. No other medium is as widely penetrated and coupled with screen time, it’s a clear winner. Better Recall Television is less cluttered than any other medium. There are about 12K brands advertising on television when compared to the 2 lakh on print and more than a million on digital. This means marketeers stand a better chance at creating memorability and recall on this medium as compared to any other. One can argue that it’s the creative that determines the recall, but for the same spread of good, average and bad creatives across all media, the recall will be higher on television. This is not just due to the lesser clutter but also the higher view time. Trusted Medium People trust messaging from TV more. According to a Nielsen study , TV trust stands at 68%, ranked below word of mouth (85%), print (71%), and online customer reviews (70 %). Digital ads fared at about 48% to 53%. This goes to show that TV will have a better shot at influencing your brand’s purchase decision and trust. Print can also build trust, but it has far lesser reach and time spent, apart from being quite expensive. Cost Effective Medium When you compare the cost to reach a 1000 people, while minimum outlay on television for an effective campaign is large, the cost per reach is cheaper than other mediums for comparable duration of ad viewership. Although one does not know if the ad playing on TV has been fully watched, it is estimated that only 9% of digital ads are seen for more than a second. The average time spent on a full-page print ad is about 2.8 seconds. Television is thus a more cost effective medium. Helps Brand Metrics Last but not the least, television is a medium that works! In my 15 years of experience, I have seen most of the brand and business metrics move with TV spends more linearly as compared to other media. For me personally, the jury is still out on whether the same can be said for any other medium despite having experimented quite a bit now in the two startups I have been a part of. In conclusion Television is and will remain relevant to marketeers for quite some time to come; the numbers are stacked in its favor after all. Even completely digital businesses like Amazon and Flipkart still use television to drive adoption. While it may seem tongue in cheek, Google, which leads digital AdEx revenues, spent a massive Rs 557 crore on television in 2019 promoting its various services – because it’s proven! - By Meera Iyer, Chief Marketing Officer, Medlife.com

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From delivering essentials to communicating effectively with consumers, here is how these brands are helping us survive the lockdown

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Television: The marketeer’s darling for brand building and business growth

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