82.5 Communications lists ‘COVID-19 Commandments’ for advertisers

In the times of the COVID-19 lockdown when ad agencies are ideating, crafting and pitching for campaigns from home, 82.5 Communications has listed 19 “Commandments” for advertisers tailor-made to suit the present from-home working mode. These commandments serve as a checklist for advertisers to deliver creatives that are not only impressive but also sensible and empathetic towards the consumers.

Says Sumanto Chattopadhyay, the chairman & chief creative officer of 82.5 Communications, Ogilvy Group: “We have come up with these 19 commandments for ourselves. To help us create out-of-the-box ideas with sense and sensitivity while stuck inside a box.”

 Here are the 19 COVID-19 Commandments:

1. Thou shalt be sensitive to what the consumer is going through and help alleviate her worries.
2. Thou shalt not constantly remind her of the pandemic – yet keep it as context for what you say.
3. Thou shalt understand thoroughly the implications of the pandemic for communication – so you may always be relevant.
4. Thou shalt be warm and caring in thy tone.
5. Thou shalt even be witty at times – without being shocking or offensive.
6. Thou shalt become a quasi-content creator.
7. Thou shalt recycle old work with updated messages.
8. Thou shalt be innovative in the use of animation, illustration, CGI, VFX, motion graphics, composition, stock footage, user generated footage and more – with no loss of quality, to create communication in the lockdown.
9. Thou shalt upgrade thy tech skills to be able to DIY.
10. Thou shalt avoid getting sued.
11. Thou shalt learn the art of collaborating remotely with creative partners.
12. Thou shalt be sensitive to the specific challenges the client is facing – and adapt a ‘how can we help?’ attitude.
13. Thou shalt understand the impact of the pandemic on industry and economy.
14. Thou shalt suggest proactive and practical communication solutions to the client to help tide over the crisis.
15. Thou shalt suggest business solutions wrapped in creative solutions.
16. Thou shalt not forget the brand DNA while communicating in the crisis.
17. Thou shalt be aware that some strong brands got that way because of what they did during a crisis or recession. (This is both.)
18. Thou shalt be flexible and adapt to a situation that is changing hour by hour.
19. Thou shalt look after thyself – stay upbeat, stay safe, stay at home.