A review on social initiatives taken by the

Brands/ Companies on Pandemic –Corona Virus

A collaborative document prepared by the students AIMA- Digital

Marketing Program
INTRODUCTION
Consumers increasingly expect brands to have not just functional benefits but a social purpose.
Some brands have integrated social purpose into their business models from the beginning
while others are adopting it. In order to develop a social purpose strategy, managers should
begin by identifying a set of social or environmental needs to which the brand can make a
meaningful contribution. As every brand has a purpose and meaning. To create a more
comprehensive set of choices, brand managers/ communication managers should explore social
purpose ideas in three domains: brand lineage, customer issues, and product features, and USP.
Companies, too, at large, have understood the implications and are proactively working towards
it. One such issue is the outbreak of COVID 19. This global pandemic is in full effect and has
reached almost the entire world. Risks of infection are on the rise, stock markets are tumbling,
the economy is on the verge of a global recession, and every business is facing uncertainty.
Nevertheless, even in these uncertain conditions, companies and brands are working hard to
create awareness about the disease, prevention, and supporting the cause by donations, free
samples, and free consultation.
OBJECTIVE OF THE RESEARCH
• In this research, we aim to map the initiatives taken by corporates on this social cause.
• These initiatives were grouped in
• a. Brands that are creating social awareness but the disease and its preventions
• b. Brands/organizations that are pulling in resources – donation, free kits, infrastructure
• c. Brands Companies whose workforces are working as social volunteers.
METHODOLOGY
• Companies and brands were randomly selected based on the recent social initiative taken by
them. A critically analysis on the impact and the tangible results of the campaigns were mapped.
Brands creating awareness about the disease and
its preventions
Some simple modification in Brand Logo to promote social
distancing
Some simple modification in Brand Logo to promote social
distancing
Some simple initiative brand took to make people stay indoors
NIKE
Ads: Instagram Ad
Caption: Now more than ever, we are one Quantified results:
team.⠀ Hash tags used- #play inside
#playfortheworld
No. of Instagram Followers- 105
million followers
No. of Post Likes- 628,183 likes
No of Post – 21,423 and 16,522

Initiative- Nike has beautifully edited the communication, without losing the
brand image.
Impact on society- They have about 105 million followers on Instagram
including hearty and athletic followers that can connect with the message on
the same level as Nike’s. The powerful statement ‘’Play inside, play for the
world’’ has encouraged the followers to take the lockdown as a team effort
and show valour all together.
How it may change the brand perception- Nike continues to maintain the
consistency of the brand image, keeping in mind that followers would react
better to sporty captions and motivational messages.
Dettol India Quantified results:
Ads : Dettol handwash challenge Hashtags used- handwashchallenge
Media Platform : Tik tok & Instagram No. of Instagram 17,198
handles No. of Post Likes-
No of Tiktok Post – 8.7 billion
views in just four days. and 24.3
billion views till date

Initiative-Reckitt Benckiser with Dettol -has a range of products best

suited to fight the infection , and it has come through with wearing
the mantle of protection experts- starting from Facebook posts on
how to protect against covid infections , to PM Modi’s lectures , to
various games that can be played during curfew and lock down- Dettol
India has covered it all.
One of its big engagement initiatives is the Dettol Handwash challenge
in Tik tok. Promoted the campaign through Facebook & Instagram
handles.
In TIK TOK -It has roped in 17 influencers like Kartik Aryan, Urvasi
rautela & other tik tok influencers to promote the same .TikTok
account @dettol_india, where it has 18,400 followers.
Impact on society-a great initiative to ensure TOM awareness- and
right connect- without being overbearing/ know it all - the messaging
is more as a friend that a strict disciplinarian.
AMUL INDIA
Quantified results:
Caption:Khaali haath nahin thaali haath
thanks kijiye Hashtags used- Janta Curfew
No. of Followers- Instagram
Platforms : Facebook, Instagram, Twitter
167k ,1.5M
No. of Post Likes-113,082
No of comments -280

Observation: At the time of Janta Curfew announced by PM

Narendra Modi on 22nd March, Amul India came up with an
innovative post on social media to spread awareness about
applauding the doctors and other warriors who are relentlessly
fighting against the pandemic. The post shows the mascot
holding the plates for applauding people’s thankless efforts.
The message is relatable and is communicated with a great
visual appeal and a quirky content to attract the audience.
Impact on society- Amul has been always on time and very
spontaneous. The message connected well and people posted
their video of janta curfew
 Quantified results: The post has
garnered a total of 19 Likes and 5
Parle G Retweets on Twitter, and 4,117 likes
on Instagram. This post also caught
Link for reference: https://www.medianews4u.com/brands-join- the eye of the media houses who
the-social-distancing-movement/
are talking about this move by Parle-
G.

Observation: Parle G also adopted an innovative

technique by removing the Parle-G baby from the packet
in a post on social media, spreading the message of social
distancing and staying indoors amidst the outbreak of
COVID-19. This stark representation calls for the viewers’
immediate attention.
AXN
Media Platforms: Instagram , twitter,
Facebook Quantified results: The post has received
Caption: When some one tries to come closer
about 500 views on its Instagram page.
to me

Initiative- Leading English General Entertainment Channel AXN also uploaded

a video, weaving in the message of social distancing through a video from the
popular series, Sherlock.
Impact on society-. This is a fun way to engage with the audience on social media
and spread the right message, through a popular character. The video was engaging
with very clear communication.
Lifebuoy
Media Platforms: Instagram , twitter, Facebook
Caption: When some one tries to come closer to me
Link: https://www.instagram.com/p/B-
AGzd_ln5K/?utm_source=ig_web_copy_link Quantified results: This ad has attracted
1740 views and had 13 comment on 21st
Hashtags: #lifebuoy #dothelifebuoy #handwash #handsaniti March its Instagram post.
zer #coronavirus #lifebuoyhandwash #lifebuoyhandsanitizer

Initiative-: Lifebuoy has launched a TV commercial as well as posted an

Instagram video in which it has probed the audience to inculcate in them
better hygiene habits by washing their hands frequently with soap and not
just its own brand but any other soap/handwash available.
Impact on society- The brand aims to raise beyond self promotion to call for
society hygiene habits. It shows commitment of brand is more on socially
responsible than promoting its own products.
 Brands/organizations that are pulling in
resources – donation, free kits, infrastructure
to fight pandemic
Several brands, including beauty brands, as well
as contemporary fashion label to big and small
companies, are donating to money, medical
equipment, masks, protective clothing, food etc.
 CORONA FIGHT CELEBRITY BRIGADE: THE CELEBRITIES & DONATIONS
Virat Kohli
@imVkohli
Anushka and I are pledging our
support towards PM-CARES
Fund & the Chief Minister's
Relief Fund (Maharashtra). Our
hearts are breaking looking at
the suffering of so many & we
hope our contribution, in some
way, helps easing the pain of our
fellow citizens
#IndiaFightsCorona
10:59 AM · Mar 30, 2020·
Engagement
Twitter;.4K,Retweets
107.6K
Likes
designer Sabyasachi gives Rs 1.5 cr,
Rohit Sharma
sabyasachiofficialVerified @ImRo45
•Follow
We need our country back on feet &
20,402 likes
sabyasachiofficial the onus is on us. I’ve done my bit to
Verified donate 45lakhs to #PMCaresFunds,
Contribute to Covid -19 crisis in your 25lakhs to #CMReliefFund
own way, social or financial. Maharashtra, 5lakhs to @FeedingIndia
and 5lakhs to
#StayHome #StayHomeIndia #SocialDist #WelfareOfStrayDogs.Let’s get behind
ancing our leaders and support them
#StayResponsible #YouCanMakeADiffere
@narendramodi
nce #Sabyasachi
4d @CMOMaharashtra
Bravo!!!59mReply 10:16 AM · Mar 31, 2020·
4 DAYS AGO Engagement: 22K,Retweets
149.7K,Likes

Oyo Hotels & Homes has
offered to partner with the
Delhi government to offer its
1,000- plus hotels in the state
for self-quarantining Under
the terms of the proposed
partnership, the SoftBank-
backed hospitality chain are
also allowing people to use its
hotels as self-quarantining or
isolation facilities on a pay
per-use basis
Paytm announced the
launch of the ‘India Fights
Corona’ campaign to help
Vivo donated surgical prevent and manage the
spread of novel coronavirus
and N95 masks to in communities. The startup
doctors and healthcare has partnered with hygiene
brand Lifebuoy and Yuvraj
workers and announced Singh’s YouWeCan
that they are working Foundation to distribute 10
lakh soaps and handwashes
with the government at no cost in the affected
authorities to ascertain areas. Opening donations,
Paytm has appealed to
the need for essential Indians to contribute on the
supplies Paytm App and help in the
distribution of Lifebuoy
hygiene
Company: Moncler Quantified results:
About the brand: Moncler S.p.A is an apparel brand mostly Hashtags used- #playinside
known for its skiwear. #playfortheworld
Category: Brands / organisations pulling in resources – No. of Instagram Followers- 3.1 million
donation, free kits followers
Ads: Instagram Ad No. of Post Likes- 58,440 likes
Caption: Milan is a city that has given us all an extraordinary
time. We cannot and must not abandon it. It is everyone’s duty
to give back to the city that has given us so much. Remo Ruffini
Hashtags used: #together

Initiative- Moncler announced that it will donate €10 million

($10.9 million) towards the construction of a new hospital in Milan
that has 400 intensive care units.
Impact on society- The brand has received a lot of fame in Milan
and they believe that it is time to give back to the society.
How it may change the brand perception- The luxury fashion
brand, Moncler has been rallying to help combat the global
pandemic, despite being hit by COVID-19. The contributions have
helped them create a brand image that will yield results till longer
run.

Company: Kering
About the brand: A global Luxury group, Kering manages
renowned Houses in Fashion, Leather Goods, Jewelry
and Watches: Gucci, Saint Laurent, Bottega Veneta,
Balenciaga.
Ads: Instagram Ad by Gucci
Caption: With a view to providing a lasting response to
the current pandemic, @kering_official, which includes
Gucci, contributes to the fight against Covid-19.
Quantified results:
Hashtags used- N/A
No. of Instagram Followers- 40
million followers
No. of Post Likes- 126,764 likes
Category: Brands / organisations initiatives : pulling in resources –
donation, free kits In the days ahead, the Group will provide the
French health service with surgical masks and it is preparing to
manufacture new ones—while complying with the strictest health
protection measures for its staff members—and made a financial
donation to the Institut Pasteur to support its research into Covid-19.
This contribution follows those already made in China and Italy in
recent weeks. On March 11 in Italy, Kering and its Houses made
donations to the four major foundation hospitals in Lombardy,
Veneto, Tuscany and Lazio. More recently, Gucci donate 1.1 million
surgical masks and 55.000 medical. On January 28 in China, Kering
and its Houses announced a donation to the Hubei Red Cross
Foundation to help fight the spread of the virus.
Impact on society- These brands are loved by billions of people and
their contribution have helped a lot of people to fight against the
Coronavirus.
How it may change the brand perception- Brands like Gucci have
shared their contribution on social media, winning hearts of around
40m followers.
 Quantified results:
Company: Mi India Hashtags used- #XiaomiForIndia
About the brand: One of the no. 1 smartphone brand in
India. #StayHomeStaySafe #FightAgainstCorona.
Caption: We're with those who're fighting for us against
No. of shares- 122
#COVID19. It's our duty to support doctors, paramedics & No. of Post Likes- 2.1k likes
hospital staff! Among other things, we're donating lakhs of No. of Comments- 118
N95 masks to govt. & hospitals. #XiaomiForIndia. Everyone,
please #StayHomeStaySafe & support those in the No. of Page likes- 3,344,843 page likes
#FightAgainstCorona.
Hashtags used: #XiaomiForIndia #StayHomeStaySafe
#FightAgainstCorona.
Initiative- Lakhs of N95 masks are being donated across State
Karnataka, Punjab and Delhi and state police. Donating hazmat suits
to doctors across few government hospitals like AIIMS and St. Johns.
Impact on society- The brand has postponed the launch of the new
smartphone models, but it has rushed to help government hospitals
and state police in need of masks and hazmat suits. It is a very
thoughtful contribution done in India.
How it may change the brand perception- On the facebook page of
Mi India, these post has been liked by 2,100 people out of
3,344,843 page likes. The brand could have boosted the specific
post a little more to reach a larger audience and leave a good
impression but remain committed to its social initiatives.
Brand/Company: ORBEA
Quantified results :
About the Brand:Orbea is a bicycle manufacturer based in
Mallabia, Spain. The initiative it has taken is to create Total no. of views(Youtube)7380
awareness about Coronavirus thus urging people to stay at views
home and not to go out for bicycle ride at this point of Total Comments = 52
time. Conversations through Hashtags = No
reasons to ride #Stay at home
Ads initiative: Platform YouTube
https://www.youtube.com/watch?v=Gv_sshkXHQE&featur
e=youtu.be
Caption: NO REASONS TO GO OUT RIDING.
Brand perception of Orbea might change shift
the for profit perception to a company which
also values and cares for its customers
Impact on society: The possible impact that it
is having on society is that people are getting
influenced by its vision and hence are staying
at their home and not going for ride outside.
 Quantified results :
The Brand/Company: L’Oreal Total number of Views (Youtube)
About the Brand: = 11
Ads :YouTube
https://www.youtube.com/watch?v=--
fvMlk7OZo Initiatives :It has been observed that in response to the castrophic
Caption: L’Oréal Is Producing and Distributing covid-19 outbreak across the globe, beauty giant L’Oreal is doing
Hand Sanitizer to Combat the Spread of its part to combat the spread of the virus as its responsibility as its
COVID-19 going to start using its facilities to produce hand sanitizers and
hydro alcoholic gel and will be distributing the same to hospitals,
nursing homes and main partnering pharmacies throughout
Europe. Also it will be donating 1 million euros to organizations
assisting the disadvantaged during the covid-19 crisis.
Impact of this upon the society : Though the social media impact
was not so great. This will help in reducing the alarming rate at
which coronavirus is spreading among people and will somehow
help the victims of this virus in getting rectified.
Brand perception : These initiatives might change to a company
or a brand which only aims for profit but also cares for the society
and aims at providing solution to their such serious problems.
The Brand/ Company: Reliance Industries
Ads:
https://www.moneycontrol.com/news/business/reliance-
industries-to-use-multi-pronged-strategy-to-combat-
coronavirus-outbreak-5062731.html
About the Brand:
Caption: Reliance Industries to use multi- pronged strategy
to combat coronavirus outbreak
Quantified Results :
Total Comments= 33
23.5K 12:38 PM - Mar 26, 2020
Initiative : In collaboration with Brihan Mumbai Municipal
Corporation(BMC), the Sir HN Reliance Foundation Hospital
has set up a dedicated 100-bed center at Seven Hills
Hospital, Mumbai, for patients who test positive.
Reliance Life Sciences is importing additional test kits and
consumables for effective testing .And has also announced
an initial support of RS 5 Crore Maharashtra Chief
Minister’s Relief Fund. RIL is also enhancing its production
capacities to produce 100000 face-masks per day and a
large number of personal protective equipment, such as
suits and garments for the nation’s health workers to equip
them further to fight the coronavirus challenge.
Impact of this upon the society : This huge support by RIL will
go a long way in helping in treatment of patients and also in
controlling of cross contamination
Brand Perception :The brand perception about the RIL
among people may change to a company which is not only
established for profit making but also for serving the society
in difficult times.
The Brand/ Company: Mahindra & Mahindra
About the Brand: By 2021, Mahindra aspires to be among
the 50 most admired global brands, by enabling people
everywhere to Rise
Ads Initiative: https://economictimes.indiatimes.com/news/politics-and-nation/coronavirus-
india-must-do-more-genomic-sequencing-to-enable-faster-decision-
making/articleshow/74799884.cms
https://www.news18.com/news/auto/mahindra-makes-ventilator-design-to-fight- coronavirus-in-
48-hours-to-cost-less-than-rs-7500-2553079.html
Caption: Mahindra's Ventilator for Coronavirus Patients to
Cost Less Than Rs 7,500; Designed in 48 Hours
Quantified Results :
Total Comments= 33
23.5K 12:38 PM - Mar 26, 2020
Initiative :Anand Mahindra, the chairman of Mahindra &
Mahindra has decided to offer his 100% salary to deal with the
rising menace of coronavirus and has directed his group to
immediately begin work on manufacturing of ventilators at its
own factories as covid-19 appears to be reaching the stage 3 of
transmission.
Mahindra Holidays will also offer resorts as temporary care
facilities and the group’s project team stands steady to assist
the Government/Army in erecting the temporary care facilities.
Impact of this upon the society :this will not just only help in
treatment of infected people but will also help in controlling
and reducing the no. of new cases.
Brand Perception : Mahindra & Mahindra apart from being
such a big brand in almost every industry, has taken the call to
fulfills its social responsibility and takes care of the needs and
problems of society.
The Brand/ Company: TATA Group Quantified Results : 19681 likes and
463 comments on one post while
About the Brand: India's only value based corporation —
7175 likes and 100 comments on the
a visionary, a pioneer, a leader, since 1868. The Tata Trusts
promote education, health, culture and livelihood other
initiatives in India.
Caption: Hashtags:
#StopCoronaVirus. #IndiaFightsCorona #Covid-
19 #ThisIsTata
Initiative :Tata group has announced a massive Rs. 1500
crore donation for fighting COVID-19. Tata Group has
made a humble contribution of Rs. 500 crore in PM Cares
Fund while Tata Sons has contributed Rs. 1000 crore
towards related activities for fighting COVID-19.

Impact of this upon the society : Tata groups enjoys a

great reputation and is one of the most trusted brand.
Brand Perception :These initiatives will further
strengthen the same image
6. Name of the Brand/Company:TVS
Quantified results:
Ads: Instagram
This post has attracted 43288
.
likes and got 14 comments so
far.

Initiative :The company is doing its bit

by donating food packets, face masks
and disinfecting various village in
Karnataka and Tamil Nadu
The Brand/ Company: Diageo
About the Brand: Diageo India is the country’s leading
beverage alcohol company and a subsidiary of global leader
Diageo plc.
Ads Initiative : None only media reports
Caption: Diageo India pledges support to fight coronavirus
Quantified Results : Company did not want to use it
as publicity campaign, therefore no metrics available
Initiative : Diageo India, the liquor firm that sells McDowell’s whisky
and Smirnoff vodka, announced that it will produce 3 lakh litres of
hand sanitizers to help overcome shortage of the product in the
country due to the Covid-19 outbreak.
The liquor firm’s 15 manufacturing units are being repurposed to
manufacture hand sanitizers and donation 500,000 litters of extra
neutral alcohol (ENA). This will enable the production of more than
two million units (250 ml each) of hand sanitizers.
Support the Hospitality sector with a Rs. 30 MN healthcare insurance
to Bartenders
Donate approximately 150,000 masks to 5 state’s Public Health
departments
Impact of this upon the society : Greatly help India in coping up with
basic sanitization issues, at same time help Diageo workers.
Brand Perception: The brand which was not main stream brand and is
low social acceptance, will make a great change in attitude towards
brand
The Brand/ Company: F1
About the Brand:
Ads Initiative : https://auto.hindustantimes.com/auto/news/in-the-fast-lane-
f1-helps-uk-race-towards-target-of-30-000-ventilators-41585192383282.html
Caption: In the fast lane: F1 helps UK race towards target of
30,000 ventilators
Quantified Results :
Initiative :F1 issued a statement saying a collective of UK-based teams
were working on the ventilator project to help in fight against
coronavirus.
Seven F1 teams are focused on rapid photocopying and design, as well
as validation and testing. The manufacturers would then step in to
produce the devices in bulk.
Impact of this upon the society : F1 will be effectively help in
treatment of large number of patients .
Brand Perception: When the brand itself is facing losses, it is still
carrying on its social responsibility towards society in such time to fight
the dangerous coronavirus effectively.
The Brand/company: Mero
About the Brand: Delhi based fashion label, clothing
brand(women)
Ad: Instagram ad

Initiative: The new fashion label, MERO, is

organising a clothes donation drive, to help
those struck the most by the pandemic and
lockdown, urging it's followers to make use of
their quarantine time to sort their closets and
donate something of value to someone in need
and thus play their part.

Impact on Society: The company will strongly

support the daily wagers who may face
challenge in continued lockdown
Brands Companies whose work forces are
working as social volunteers.
Farmacy Beauty
About the brand: Beauty Brand Quantified results:
Ads: Instagram Ad by Farmacy Beauty
No. of Instagram Followers- 383k followers
Caption: we’re supporting @FeedingAmerica
No. of Post Likes- 5,572 likes
Hashtags used: N/A

Initiative : As the COVID-19 pandemic continues, we’re supporting

@FeedingAmerica in its efforts to help those in need during this time
of uncertainty. Farmacy will be donating the equivalent of 10,000
meals a day for the next 30 days to @FeedingAmerica's COVID-19
Response Fund.
Hashtags used: N/A
Impact of this upon the society : Brand Farmacy was one of the first of
the beauty brans to take such initative
Brand Perception: Brands social contribution will go a long wall in
strengthening brand image..
Volkswagen
Ads: https://auto.hindustantimes.com/auto/news/in-
fight-against-covid-19-volkswagen-to-donate-medical-
supplies-worth-rs-329-cr-41585286159710.html
About the Brand: a leading automobile brand
Caption:In fight against Covid-19, Volkswagen to
donate medical supplies worth ₹329 crore
: and care. Last week Volkswagen had already donated about 2, 00,000
Quantified Results :No Quantified results as such are
available
Initiative :To ensure supplies for doctors and hospitals in Germany, the
Volkswagen group is organizing medical materials in China in the short
term. The total value of goods to be donated by the group is about
Rs329 crore. The equipment including face masks, glove, clinical
thermometers, protective goggles, and protective clothing-is to be
made available to medical personnel providing emergency treatment
FFP-2 and FFP-3 face masks for public health protection.
Impact of this upon the society :Impact on society of this initiative by
Volkswagen will be that it will not only help in effective treatment of
patients infected with the virus but will also help in protecting the
doctors and medical staff from getting infected by covid-19 thus
leading to control in arrival of new cases of coronavirus patients.
Brand perception among people about Volkswagen might change
among people in a positive manner that in the time of such worldwide
emergency, the company is doing its best efforts to help the world fight
against this dangerous disease.
the Brand/Company: LVMH
Ads:
https://www.cnbc.com/2020/03/15/lvmh-
will-use-its-perfume-and-cosmetics-factories-
to-manufacture-free-hand-sanitizer.html
About the Brand: LVMH is a leading
perfume and cosmetics from France
Quantified Results :No Quantified results as such are
available
Initiative :LVMH is preparing its perfume and cosmetics
production sites to produce hydro alcoholic gel in the midst of
the coronavirus pandemic. The factories that produce
perfume and make-up for brands like Christian Dior and
Givenchy will be making hand sanitizer
Impact of this upon the society This initiative by LVMH will
have a positive impact upon the society as production of more
hand sanitizers will lead to more availability of hand sanitizers
in hospitals, market and with people which help in preventing
this virus from spreading further among people.
Brand Perception about LVMH might change among people in
a positive manner as in such pandemic situation, the company
is helping the society to fight with it and keep everyone safe
and protected from it by producing more hand sanitizers.
Top tech firm CISCO pledges $225 50 million meals and local humanitarian
million in battle against COVID-19 support - PepsiCo responds to
coronavirus
P&G to produce 45,000 litres $800 million commitment from Google
of hand sanitizer weekly helps WHO, governments, small-to-mid
sized businesses and frontline health
workers

Sundar Pichai
@sundarpichai
We’re committing $800M+ in new #COVID19 response
efforts, incl $340M in @GoogleAds
credits for SMBs worldwide, $250M in ad grants for
@WHO & 100+ govt orgs globally, a $200M investment
fund for NGOs & banks to help small businesses access
capital, and more
CONCLUSIONS
The dramatic spread of COVID-19 has disrupted lives, livelihoods,
communities and businesses worldwide.
Brands around the world are coming forward in innovative ways to
contribute to fight corona virus. Some intervention are simple and
aimed at creating awareness on social distancing, while others have
taken huge leaps in form of donations and creating army of work force
to fight the battle.
 DIFFERENT LEVELS OF BRAND INITATIVES
Spreading awareness among
people was the need of the hour
to constraint the reach of the
virus. With their clever marketing
and social campaigning, brands
have actually succeeded in
spreading awareness about the
pandemic and the preventive
measures to be taken. Some
brands have helped the needy by
donating money, medical
necessities, food, while some have
deployed their work forces as
social volunteers. This improves
the brand image and will reap
better results in the future.
Brands have taken full advantage of
their social media accounts' followers
to spread the much-needed
information. Their social media
handles helped them cater a larger
audience and convey their message
with a far reaching effect, in a shorter
period of time. This also improved
their goodwill in the eyes of their
customers. It caught the attention of
their regular customers. This way they
still remain in the memory of their
customers and don't go out of mind by
going out of sight. Brands have gained
the trust of their customers without
even actually providing them services.
They have actually won many hearts
through social distancing.
The contribution made in terms of
money proved very helpful for those
who were daily wage earners and
struggled everyday for their living.
This actually helped the government
to feed those in actual need. The
government could take further steps
in buying medical masks for the
grieved as well as for the doctors,
nurses, hospital staff, etc. brands
donating money for a cause always
grasps attention of people.
The contributions in kind including medical masks, medical facilities, hazmat suits, and other medical
equipment's, directly serves the purpose of helping those fighting the disease and those who are exposed to
risk.

During the time where people are actually dying of hunger, providing food to the ones in distress is a noble
deed. Brands deploying their staff members for the task proved to be a positive step for the company as it
showed its audience that they care for the people. It also developed a sense of trust among them towards the
brand. It also helped its employees to gain once in a lifetime experience and a mental satisfaction of helping
someone.

Brands should continue with these strategies so that they can cater to social purpose and the society. This
will impact their customers to a great extent and will raise the brands' position in the eyes of their clients. All
the steps taken by the brands are a great way to ensure public engagement and involvement.
 Contributor’s list
• Sanjana Sharma • Sushant
• Naman Sehgal • Shrey Parashar
• Gunit Mayo • Aanchal
• Divjot • Anasua
• Aneeqa • Nitin Karkara
• Anuja Pandey
• Subarna
• Ekta Nayyar
• Aashna Jain • Karthic
• Aastha Jain • Aman
• V V S Sastry • Viabhav
• Ritesh Verma • Kamal
• Rohit Chandel • Virat Parikh
• UPRao
• Priya Jaibal