Past and future escapes are how the consumers are dealing with the lockdown: GIPSI

lockdown gipsi report

In an attempt to help brands consciously invest in actionable insights not just data, Tonic Worldwide’s GIPSI has released lockdown related insights.

Brands, agencies and businesses are all trying to decode the future — the world post-COVID-19 lockdown. May it be communication patterns, content creation, consumption, or its reception. If there is anything that the marketers need right now, it is consumer insights. To fill gaps, Tonic Worldwide’s GIPSI has released insights and implications, decoding consumer behaviour amidst the COVID-19 lockdown.

The data sources in the report are from GIPSI’s panel across metros, digital conversations, interests and searches that have been analysed with unique perspectives giving actionable insights.

Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, says, “In such sensitive times every move of a marketer will go through scrutiny from consumers. Brands will have to go beyond using data just for performance metrics and seeing digital as just an extension medium. They will have to consciously invest in actionable insights not just data.”

Anjali Malthankar, National Strategy Director, Tonic Worldwide says “Lockdown has forced Indian consumers to leapfrog and embrace digital, brands need to be ready for this. The most important step to taking your brand digital is to first, take your consumer understanding digital!”

From the report

India has leapfrogged into online life during COVID-19 lockdown: right from online grocery shopping (32% increase in interest compared to pre-lockdown), working online (313% increase in interest ), WhatsApping (40% increase), banking (4% increase in interest, paying bills to even praying online (73% increase in searches).

Consumers are not living in the present: Past and future escapes are how the consumers are dealing with the lockdown. There is 60 times higher viewership for DD during lockdown due to #oldshows which are indulging the consumers in nostalgia. And looking for motivational content for a hopeful future.

The Hygiene Quotient test: HQ is top of mind with 108,579 conversations around it and 643% increase in ‘how to wash hands’ searches. Post COVID-19, all brands will have to pass the HQ test.

India is introduced to WFH and it is here to stay: 220% jump in online meeting app searches. WFH memes search increased to 27%. 85% of Gipsi panel feels it should be part of the new work culture.

Also Read: 79% of the MSEs are negatively impacted by COVID-19 crisis: Kantar Report

There is a cooking debut happening in each household: A new TG with respect to cooking is ready to be addressed post-COVID-19 lockdown. 28% and 110% surge in searches for Cooking Recipes and Easy-to-cook respectively.

Namaste: How will you differentiate video content post-COVID-19 with its ‘greeting gesture’. Indians are taking pride in ‘Namaste’ going global.

Learning is big on the agenda: There has been a 22% increase in searches for free online courses, a 108% increase in Online training platforms. New skills and knowledge upgradation is here to stay as WFH becomes part of the work culture

There are lots of suggestions and questions consumers have which is expressed online. For example, bra brands have been asked to step up to make masks (25% topic related to bra masks), people are looking for ways to help the needy in these tough times or mothers wanting to know activities to engage their kids (47% increase in searches). Marketers need to listen to these digital insights before engaging with their audience online.

You can access the entire report here:



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Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.


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