- The document discusses how marketers can responsibly leverage digital channels to respond to the COVID-19 pandemic. It provides examples of companies communicating purpose and reassurance, engaging consumers on mobile, and promoting CSR initiatives. The speaker advocates embracing purpose-led communications, leveraging owned and earned media, and creative innovation to address consumer concerns during uncertain times. InMobi pledges support through ad credits for COVID-19 PSAs and partnering with governments on CSR activities.

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
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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.
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