Advertisers blur the line between real life stories and scripted narratives

Experts say brands must tread carefully and the messaging must be sensitive to the emerging situation

With governments across the world enforcing varying degrees of restraint over conducting day-to-day businesses, advertisers are quietly handing over the camera and microphone to users and employees. Short videos, personal messages, health tips, recipes and information nuggets, are all being served up as engagement hooks, in the rapidly evolving marketing playbook in the post Covid-19 world.

Experts said that there are two sides to the emerging situation—one is that screen time has never been higher and brands can, perhaps for the first time ever, have the undivided attention of their consumers. This is driving more and more brands to keep