Policybazaar’s Sarbvir Singh on the marketing strategy which brands need to follow in the time of Covid-19 - The Financial Express

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Sarbvir Singh, CEO, Policybazaar.com

At a time when everyone is trying to look beyond the pandemic called Covid-19, communication needs to be crafted carefully by brands. From creating awareness to showing empathy – are some of the ways brands can remain relevant. Sarbvir Singh, CEO, Policybazaar.com talks about how brands can remain pertinent in the time of Covid-19. (Edited excerpts)

On the marketing strategy brands should follow to remain relevant

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The marketing strategies vary according to the category a brand operates in. However, in times like these, it is pertinent to drive awareness for your products — particularly in a category like ours. For instance, in the ongoing case of health scare in the country, we had to be careful that we do not scare the customer beyond a point. As people were already worried, giving them to direct a message would have actually made them feel alienated.

In a country where less than 5% of the people have term and health insurance, we retorted to driving awareness about the category. We leveraged the mass media television to drive awareness and digital to drive sales as that is where the consumer is.

On the dos and don’ts, brands need to follow when communicating with consumers

In times of stress, the first rule is that brands must not add to the stress. They need to understand the context of the consumer, after all, we are consumers ourselves. One needs to be empathetic and understand what a consumer is going through and act as a support to help them navigate through their problems.

As a brand, we want to be part of their needs and desires and drive those. It’s important therefore to understand that we need to think from the consumers’ perspective and not from the company’s perspective.

A don’t would be– Using anything which would make the consumer feel alienated or in some ways turn them off.