The WhatPackaging? Covid-19 Update

Market Watch looks at how Mondelēz, Wunderman Thompson, McCann Worldgroup, Spotify and Blink Digital - are coping with Covid-19

07 Nov 2020 | By WhatPackaging? Team

Mondelez India extends its group mediclaim policy


At Mondelez India we are committed to building a diverse and inclusive workplace culture, that enables all colleagues to be themselves and achieve their full potential. We are constantly reflecting on the changing needs of our evolving workforce to further liberate and empower them, and the extension of our group mediclaim policy to cover live-in partners is a testimony to those efforts. We believe our long-standing commitment to our colleagues, culture and community will help deliver stronger business performance while enabling us to live our purpose, as we lead the future of snacking.

- Deepak Iyer, president – India, Mondelēz International


The worst is behind us

Since 1923, we have had 16 recessions in the world. We have come through them and we'll come through this one too. Six of the 16 recessions were pandemic linked. So we have seen them before, albeit not on the same scale. We've been through swine flu, SARS, bird flu etc. We will recover definitely and when we get past this we want consumers to feel that brands supported them during this time. While brands and companies are challenged, consumers are challenged more. So we have to be more relevant and empathetic. Now, when we believe the worst is behind us, and whether it's a V-shaped, U-shaped or W-shaped recovery, it will depend on the industry the brand operates in. 

- Tarun Rai, chairman and group CEO of Wunderman Thompson South Asia


Facing your failures is important

It's whether you use failure to learn something or it’s about wanting to hide it under the carpet. I heard about an organisation in Latin America, which started a series of events where they got start-ups to share their failures in public space so that others could learn. Facing your failures as an attitude is important otherwise youngsters who are full of ideas will always be conscious. Secondly, as an organisation, you should also make your staff feel safe. You need to have fall back plans but everyone shouldn't be aware of those and they should be put in place only in cases of contingency.

- Prasoon Joshi, CEO and chief creative officer, India and chairman, Asia Pacific, McCann Worldgroup


Is your brand talking where consumers are shopping?

As people spend more time online, they seek personalised and relevant content. They understand that ads are a part of the package, but want them to be more timely, meaningful, and tailored. Take for instance, how the young Indian thinks. A recent Spotify report showed that 93% of Indian Zs and millennials believe brands need to bring genuine value to our society, and not just sell products. This is an opportunity for companies to create and deliver a message relevant for this audience.  

- Arjun Kolday, head of sales, Spotify India


Best approaches to lead generation in the post-Covid world

With the world opening up again by increments, today is, quite possibly, one of the best times for a lead generation campaign. In the post-COVID world, there are going to be winners and losers. Understanding the mindset of your leads right now, engaging within them at a level that they’re comfortable with is key to a successful lead generation campaign.   

- Rikki Aggarwal is co-founder, chief business and operating officer of Blink Digital

Source: Campaign India