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Compassion, health, safety: Brands play down festive pitch on Ramzan

Compassion, health and safety dominate advertising narratives as the celebratory moment loses its sparkle in the lockdown

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From Left: Dabur and some other brands have stuck to social media for their Eid messages while Parle-G biscuits and Tata Motors have spun a narrative around spreading cheer and compassion during the season

T E Narasimhan Chennai

4 min read Last Updated : May 25 2020 | 10:47 PM IST

As Ramzan slipped in quietly this year, in the midst of a lockdown, the widespread hardship imposed by Covid-19 has put the lid on one of the big festive-marketing moments of the year. Brands, constrained by a broken supply chain and lack of demand, apart from the dampened mood of the festival this year, have stuck to messages of health and well-being, eschewing the routine call for spending and feasting.

Big Bazaar, Surf Excel, Tata Motors, start-ups in ecommerce and travel and commodity brands for sugar, flour and salt, have all taken the digital-first route this year with some sticking

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