Ruchi Gupta, Kiran Nair
It is critical for marketers to improve consumer interaction and communication during the difficult times of the COVID-19 pandemic. Brands that fail to do so risk becoming obsolete. As a result, marketers must begin connecting with customers and offering them with worthwhile experiences. Customers will have a special place in their hearts for brands that understand their emotions amid social isolation and provide extra care, concern, and empathy by meeting and exceeding consumer expectations. Not only that, but in these unique times, brand communication must be quite different. Brands are required not only to give back to the society, but also to preserve customer trust in them. This article examines how marketers used various digital platforms to engage with customers and communicate with them during the COVID-19 outbreak in India. Implications for the marketers are presented thereafter.