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Responding to Coronavirus:
How marketers can
responsibly leverage Digital
About the Speaker
Rajesh Pantina
Head of Marketing, APAC
1. The COVID-19 Impact in India
2. Life in a Metro: The Offline Shift
3. Peaking App Usage: The Online Movement
4. Navigating this New Reality
Content
The COVID-19 Impact in India
-300
-200
-100
0
100
200
300
400
500
600
700
800
30/01/2001/02/2003/02/2005/02/2007/02/2009/02/20
11/02/2013/02/2015/02/2017/02/2019/02/2021/02/2023/02/2025/02/2027/02/2029/02/2002/03/2004/03/2006/03/2008/03/2010/03/2012/03/2014/03/2016/03/2018/03/2020/03/2022/03/2024/03/2026/03/20
TotalNumberofreportedCOVID-19cases
Rise of COVID-19 Cases in India
Number of Total COVID-19 Cases in India Number of New Cases
Linear (Number of Total COVID-19 Cases in India)
Sources: Deccan Herald - https://www.deccanherald.com/national/coronavirus-live-updates-11-new-cases-in-maharashtra-3-in-punjab-indias-tally-climbs-to-274-799686.html#45,
covidout.in - https://covidout.in/
India Today -https://www.indiatoday.in/india/story/coronavirus-in-india-tracking-country-s-first-50-covid-19-cases-what-numbers-tell-1654468-2020-03-12
Key Events in the Timeline of COVID-19 in India
• First case
reported in
Kerala.
• 30 cases reported.
• Maharashtra CM
asks people not to
gather in large
crowds.
• Visa restrictions
kick into effect.
• People rush to buy
masks and hand
sanitizers.
• Private and
Government
schools up to class
5th to be shut till
March 31st
• Paytmshuts down
Gurgaon office for
2 weeks.
• Maharashtra:
BMC sets up
24*7 number
for Corona
virus related
queries.
• Number of
COVID-19 cases
cross 100,000
globally.
• Karnataka on
high alert.
• Prime Minister
announces
Janata
Curfew
• Guidelines
announced
including
mandatory
work from
home
measures for
all, those over
the age of 60
and below 10
asked to stay
home,
essential
services to
continue
• Prime
Minister
announces
21-day
mandatory
lock down
January 30th March 24thMarch 5th March 11th March 7th March 19th
• WHO
declares
Coronavirus
crisis a
pandemic.
• India
suspends all
tourist visas
fromMarch 13
– April 15 to
prevent
spread of
Coronavirus..
• Union Home
Ministry
invoked
clauses of
Disaster
Management
Act, 2005 for
containment
of
Coronavirus.
March 29th
• India
records
1000 cases
Life in a Metro:
The Offline Shift
How has life in the top
metropolitan cities changed in
this period?
Major Indian airports witness gradual decline from March 1
1
2
3
News about exponential rise in reported
cases in Italy and Iran trickles in by the
first week of March.
Companies issue advisory against
international travel for their
employees.
Airports with international
operations see significant drop
starting first week of March.
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar
Delhi Indira Gandhi International Airport
32%
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar
Bengaluru Kempegowda International Airport
27%
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar
Mumbai Chhatrapati Shivaji Maharaj Airport
16%
14-Feb
16-Feb
18-Feb
20-Feb
22-Feb
24-Feb
26-Feb
28-Feb
01-M
ar
03-M
ar
05-M
ar
07-M
ar
09-M
ar
57%
Restaurants
Footfall trend in restaurants
1 Restaurants see a drastic dip as
consumers avoid crowded spaces and
take to ordering or cooking at home.
2
With the panic spreading across the world
and rise in reported cases, Maharashtra
and Karnataka governments take
preventive measures to enforce social
distancing.
COVID-19 Response
Religious Visits (Maharashtra)
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar
50%
Footfall trend in religious spot across Maharashtra
1
COVID-19 Response
Since 6th March, with major
locations closing, the trend shows
further decline in visitors.
As gathering in crowds larger than
10 people are discouraged, visits
see a dip.
2
Tech Parks
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar
36%
Footfall trend in tech parks
1
COVID-19 Response
Post the initial news breakout of COVID-
19, tech parks see a steady decrease in
the number of people working from
their offices.
Peaking App Usage:
The Online Movement
How has content consumption changed in this
period?
Flight tracking and booking app usage hits the roof
Highlights
1
2
The growing panic leads to
continuous monitoring of flight
operations by concerned citizens.
With a spike in number of reported
cases in India, consumers take to
cancelling or delaying their flight
plans.
14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 13-Mar
In-appusage
400%
Audience Intelligence
Powered by
Arcade, Strategy and Trivia apps see growth in adoption
1
Post the initial news breakout on COVID-
19, there has been a gradual increase in
the usage of Gaming apps.
2
COVID-19 breakout
01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar
Spike in traffic is primarily seen for
Arcade, Strategy and trivia apps.
Top Contributors
In-appUsage
110%
Highlights
Audience Intelligence
Powered by
Image and Video editor app usage peaks due to remote working
1
As social distancing becomes
the norm, content creation
grows through the roof with
user engagement at
unprecedented rates
01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar
Week of
Valentine’s
Day
In-appUsage
60%
Highlights
Audience Intelligence
Powered by
Books & Comic apps gain popularity as schools shut down
1
Usage of Books and Comics were
constant until the first week of
March, post which there is a steep
increase in usage.
2
Online learning and reading
becomes popular as schools
around the country come to a
close
App Usage Trend
Schools and Colleges shut down
01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar
In-appUsage
200%
Highlights
Audience Intelligence
Powered by
Web browsing apps are the biggest source of information
1
Mobile becomes the go-to-device
and destination for consumers
seeking the latest news, information
and updates.
Mobile-first Searches
01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar
In-appUsage
37% Highlights
Audience Intelligence
Powered by
Navigating this New
Reality
How can brands respond? Should they
respond?
The Current State of the Industry: Confusion
Embrace purpose-led communications to help your
consumers in their moment of need
1. Long-term Approach: Marketing and Advertising responsibly
2. Mental Brand Equity: Addressing core concerns in times of uncertainty
3. CSR/ PSA Initiatives: Driving awareness through information
Purpose-led Brand Communication
Leveraging owned and earned media to stay connected
Hi there,
Social E-mail Video
Providing reassurance in times of uncertainty
Source: Zomato Facebook Page
Zomato introduces
contactless delivery for
Indian citizens
Leverages owned,
earned and paid media
to reassure consumers
Providing reassurance in times of uncertainty
Engaging consumers on their preferred channel: Mobile
Source: InMobi
Delivering impact through creative innovation
Source: Netflix
• Is this appropriate?
• Is this going to upset
people?
• And, ,most importantly, is
this going to address a core
concern of the consumer?
Leveraging digital channels to spread the word
Source: Netflix and Anheuser Busch Twitter Pages
Utilizing digital channels to promote CSR activities
Source: Miller Lite
Indian Government: https://www.mohfw.gov.in/
Global Marketing/ Advertising Guidelines and Advisories
UK Govt: https://www.asa.org.uk/news/coronavirus-
covid-19-advertising-responsibly.html
United Nations:
https://docs.google.com/presentation/d/1uR9gq1nC_ZYlGHkyaU7b
RivTJ0gmtaxqZ5_4BvzcGnM/edit#slide=id.p
• Pledging ad dollar credits for brands that
continue to push CSR/ PSA advertisements
during COVID-19
• Pledging ad dollars to advertise and promote
information from WHO/ UNICEF in partnership
with Amobee to fill ad spaces with PSAs
• Helping regional governments spread the word
by leveraging our mobile advertising platform
• Partnering with government bodies for CSR
activities wherever possible across Asia Pacific
InMobi is partnering
with brands across
the globe to
#FightCovid-19
For any further information, please reach out to us at:
mobilemarketing@inmobi.com or fightcovid19@inmobi.com
InMobi drives real connections between
brands and consumers by leveraging its
technology platforms and exclusive
access to mobile intelligence. Its Marketing
Cloud creates new paths for brands to
understand, identify, engage and acquire
connected consumers.
Powered by
● Mobile Intelligence
● Transparent
● Always On
● Integrated
InMobi Marketing Cloud
Understand
& Identify
Engage
& Acquire

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Responding to Coronavirus: How marketers can leverage digital responsibly

  • 1. Responding to Coronavirus: How marketers can responsibly leverage Digital
  • 2. About the Speaker Rajesh Pantina Head of Marketing, APAC
  • 3. 1. The COVID-19 Impact in India 2. Life in a Metro: The Offline Shift 3. Peaking App Usage: The Online Movement 4. Navigating this New Reality Content
  • 4. The COVID-19 Impact in India -300 -200 -100 0 100 200 300 400 500 600 700 800 30/01/2001/02/2003/02/2005/02/2007/02/2009/02/20 11/02/2013/02/2015/02/2017/02/2019/02/2021/02/2023/02/2025/02/2027/02/2029/02/2002/03/2004/03/2006/03/2008/03/2010/03/2012/03/2014/03/2016/03/2018/03/2020/03/2022/03/2024/03/2026/03/20 TotalNumberofreportedCOVID-19cases Rise of COVID-19 Cases in India Number of Total COVID-19 Cases in India Number of New Cases Linear (Number of Total COVID-19 Cases in India) Sources: Deccan Herald - https://www.deccanherald.com/national/coronavirus-live-updates-11-new-cases-in-maharashtra-3-in-punjab-indias-tally-climbs-to-274-799686.html#45, covidout.in - https://covidout.in/ India Today -https://www.indiatoday.in/india/story/coronavirus-in-india-tracking-country-s-first-50-covid-19-cases-what-numbers-tell-1654468-2020-03-12
  • 5. Key Events in the Timeline of COVID-19 in India • First case reported in Kerala. • 30 cases reported. • Maharashtra CM asks people not to gather in large crowds. • Visa restrictions kick into effect. • People rush to buy masks and hand sanitizers. • Private and Government schools up to class 5th to be shut till March 31st • Paytmshuts down Gurgaon office for 2 weeks. • Maharashtra: BMC sets up 24*7 number for Corona virus related queries. • Number of COVID-19 cases cross 100,000 globally. • Karnataka on high alert. • Prime Minister announces Janata Curfew • Guidelines announced including mandatory work from home measures for all, those over the age of 60 and below 10 asked to stay home, essential services to continue • Prime Minister announces 21-day mandatory lock down January 30th March 24thMarch 5th March 11th March 7th March 19th • WHO declares Coronavirus crisis a pandemic. • India suspends all tourist visas fromMarch 13 – April 15 to prevent spread of Coronavirus.. • Union Home Ministry invoked clauses of Disaster Management Act, 2005 for containment of Coronavirus. March 29th • India records 1000 cases
  • 6. Life in a Metro: The Offline Shift How has life in the top metropolitan cities changed in this period?
  • 7. Major Indian airports witness gradual decline from March 1 1 2 3 News about exponential rise in reported cases in Italy and Iran trickles in by the first week of March. Companies issue advisory against international travel for their employees. Airports with international operations see significant drop starting first week of March. 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Delhi Indira Gandhi International Airport 32% 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Bengaluru Kempegowda International Airport 27% 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Mumbai Chhatrapati Shivaji Maharaj Airport 16%
  • 8. 14-Feb 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb 28-Feb 01-M ar 03-M ar 05-M ar 07-M ar 09-M ar 57% Restaurants Footfall trend in restaurants 1 Restaurants see a drastic dip as consumers avoid crowded spaces and take to ordering or cooking at home. 2 With the panic spreading across the world and rise in reported cases, Maharashtra and Karnataka governments take preventive measures to enforce social distancing. COVID-19 Response
  • 9. Religious Visits (Maharashtra) 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 50% Footfall trend in religious spot across Maharashtra 1 COVID-19 Response Since 6th March, with major locations closing, the trend shows further decline in visitors. As gathering in crowds larger than 10 people are discouraged, visits see a dip. 2
  • 10. Tech Parks 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 36% Footfall trend in tech parks 1 COVID-19 Response Post the initial news breakout of COVID- 19, tech parks see a steady decrease in the number of people working from their offices.
  • 11. Peaking App Usage: The Online Movement How has content consumption changed in this period?
  • 12. Flight tracking and booking app usage hits the roof Highlights 1 2 The growing panic leads to continuous monitoring of flight operations by concerned citizens. With a spike in number of reported cases in India, consumers take to cancelling or delaying their flight plans. 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 13-Mar In-appusage 400% Audience Intelligence Powered by
  • 13. Arcade, Strategy and Trivia apps see growth in adoption 1 Post the initial news breakout on COVID- 19, there has been a gradual increase in the usage of Gaming apps. 2 COVID-19 breakout 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar Spike in traffic is primarily seen for Arcade, Strategy and trivia apps. Top Contributors In-appUsage 110% Highlights Audience Intelligence Powered by
  • 14. Image and Video editor app usage peaks due to remote working 1 As social distancing becomes the norm, content creation grows through the roof with user engagement at unprecedented rates 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar Week of Valentine’s Day In-appUsage 60% Highlights Audience Intelligence Powered by
  • 15. Books & Comic apps gain popularity as schools shut down 1 Usage of Books and Comics were constant until the first week of March, post which there is a steep increase in usage. 2 Online learning and reading becomes popular as schools around the country come to a close App Usage Trend Schools and Colleges shut down 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar In-appUsage 200% Highlights Audience Intelligence Powered by
  • 16. Web browsing apps are the biggest source of information 1 Mobile becomes the go-to-device and destination for consumers seeking the latest news, information and updates. Mobile-first Searches 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar In-appUsage 37% Highlights Audience Intelligence Powered by
  • 17. Navigating this New Reality How can brands respond? Should they respond?
  • 18. The Current State of the Industry: Confusion
  • 19. Embrace purpose-led communications to help your consumers in their moment of need 1. Long-term Approach: Marketing and Advertising responsibly 2. Mental Brand Equity: Addressing core concerns in times of uncertainty 3. CSR/ PSA Initiatives: Driving awareness through information Purpose-led Brand Communication
  • 20. Leveraging owned and earned media to stay connected Hi there, Social E-mail Video
  • 21. Providing reassurance in times of uncertainty Source: Zomato Facebook Page Zomato introduces contactless delivery for Indian citizens Leverages owned, earned and paid media to reassure consumers
  • 22. Providing reassurance in times of uncertainty
  • 23. Engaging consumers on their preferred channel: Mobile Source: InMobi
  • 24. Delivering impact through creative innovation Source: Netflix • Is this appropriate? • Is this going to upset people? • And, ,most importantly, is this going to address a core concern of the consumer?
  • 25. Leveraging digital channels to spread the word Source: Netflix and Anheuser Busch Twitter Pages
  • 26. Utilizing digital channels to promote CSR activities Source: Miller Lite
  • 27. Indian Government: https://www.mohfw.gov.in/ Global Marketing/ Advertising Guidelines and Advisories UK Govt: https://www.asa.org.uk/news/coronavirus- covid-19-advertising-responsibly.html United Nations: https://docs.google.com/presentation/d/1uR9gq1nC_ZYlGHkyaU7b RivTJ0gmtaxqZ5_4BvzcGnM/edit#slide=id.p
  • 28. • Pledging ad dollar credits for brands that continue to push CSR/ PSA advertisements during COVID-19 • Pledging ad dollars to advertise and promote information from WHO/ UNICEF in partnership with Amobee to fill ad spaces with PSAs • Helping regional governments spread the word by leveraging our mobile advertising platform • Partnering with government bodies for CSR activities wherever possible across Asia Pacific InMobi is partnering with brands across the globe to #FightCovid-19 For any further information, please reach out to us at: mobilemarketing@inmobi.com or fightcovid19@inmobi.com
  • 29. InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. Powered by ● Mobile Intelligence ● Transparent ● Always On ● Integrated InMobi Marketing Cloud Understand & Identify Engage & Acquire