Brands look for a personal touch with trending topics in the online pitch

People are spending more time on social media, offering brands a ringside view of their lives and a chance to get up close and personal

T E Narasimhan | Chennai
Last Updated at July 23, 2020 11:33 IST

To leverage the rising chatter over hair care in a lockdown, Godrej ran a paid engagement with Karan Johar for its hair colour brand on Instagram

Scroll through timelines and tweets or flip through images and it is soon abundantly clear that everyday life, in a lockdown, is being documented by the minute on social media. People are engaging in group activities online, getting nostalgic, celebrity watching and ruminating more over recipes and household chores. Not only does this make for rich material for social scientists all over the world, it is also useful fodder for brands, helping them don the colours of the moment, in shades that their customers like.

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