Durables makers script advertising narratives around new lockdown lifestyle

Godrej, Voltas, Prestige, Samsung and other appliances brands tune in to the growing chatter around household chores, pitch convenience on a budget

T E Narasimhan | Chennai
Last Updated at July 29, 2020 06:01 IST

Appliances has used Sonu Sood as an endorser, Voltas Beko has just launched a campaign for dishwashers, and Prestige has run several ads around the lockdown with Vidya Balan

From treating homemakers with respect to offering families a way out of the tedium of daily chores, durables makers are scripting their advertising narratives around the new lockdown lifestyle. Nothing about new launches, premium extensions, sleek looks or even discounts and offers—a far cry from the pre-pandemic advertising in the sector. Is this the way forward and does this also mark an end to the sector’s premiumisation pitch?

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