Brands playing with catch phrases to turn most popular trends into ads

From immunity-boosting capabilities to talking up local credentials, rapidly evolving taglines reflect changing advertising narratives

Advertising is often described as the art of making the worse seem better. But given the bleak and grim outlook that has gripped the world; that is a tough ask. And at a time when every moment seems the same as the previous one or the one after, brands are moving from tagline to tagline to ride with the reigning mood of the nation, hoping to lift the collective consumptive spirit and be easily recalled at the point of purchase. 

In the early months of Covid-19 and the lockdown that followed, health and hygiene were the most used phrases in