Mumbai: The pandemic has changed the way businesses operate all over the world. As organizations begin to return to the new normal, they have also had to find ways to adapt to changing market dynamics, from consumer behavior to how brands communicate with their consumers.

2021 has seen brands and advertisers experiment with new trends and take a detour from their original marketing strategies. Many of them embraced empathy and compassion to connect with their consumers, who were also learning to adapt to the new normal. From Savlon to Byju’s and Coca Cola to Dove, let’s take a look at some of these brand campaigns that have touched the masses as the year draws to a close.

Savlon – #NoHandUnwashed by Ogilvy

Regular hand washing has become the norm during the pandemic. Savlon launched the “No Hand Unwashed” campaign in association with Ogilvy. The campaign featured a video that depicts the story of an armless artist who paints with her legs and can disinfect her limbs. “If she could, why not you?” was the inspiration behind.

Dove – #StopTheBeautyTest by Oglivy

The empathetic advertising continued even after the Covid wave ended. Dove has adopted this approach to address other issues in Indian society. In its #StopTheBeatuyTest advertising campaign, Dove addressed body shame and skin color prejudice in the Indian marital space. Dove has always talked about these negative societal norms. In 2021, he released his #StopTheBeautyTest commercial by Ogilvy.

Domino’s ke Saath #HaathBadhaoIndia #VaccineLagaoIndia by FCB

Domino’s empathetic commercial looks back at the struggles people have gone through during the pandemic. Domino’s is telling people to reach out again and get vaccinated together thanks to its publicity film. FCB India conceptualized the campaign. The commercial was directed by Amit Roy of Love Aaj Kal, and the lyrics were written by Swanand Kirkire.

Unacademy – #TeachThemYoung by Lowe Lintas

This Unacademy and Lowe Lintas ad campaign, directed by Lowe Lintas, tells how a brother opening his sister’s bag is nothing but an invasion of her privacy and boundaries. It talks about empowering women and teaching boys about gender equality from an early age.

Cadbury – Not just a Cadbury advert by Ogilvy

Undoubtedly, the pandemic has shaken the backbone of the Indian economy. While the big brands have managed to quickly relaunch their activity, the locals have not been able to do much for lack of means. Ogilvy’s spot features Shah Rukh Khan, promoting local fabric merchants, shoe stores, electronics stores and the nearby Kirana boutique. The ad featured more than 7,000 stores to 34 million consumers in two weeks.

Facebook – Pooja Didi by Taproot Dentsu

The ad campaign designed by Taproot Dentsu is raising hopes among users. The announcement highlighted how we could reach the many workers in the unorganized sector who had lost their livelihoods.