India has had the longest and harshest lockdown in the world to tackle the COVID-19 pandemic. The last 3 months have been marked by fear, restrictions, scarcity, pay cuts, job losses and the unending misery of workers.
What shape the economic recovery will take and how the consumption story will restart is not clear yet. So what function does advertising perform at a time like this? How does advertising create desires that stimulate demand, what language will it speak after the lockdown is lifted? Anuradha Sengupta spoke to Agnello Dias, Creative Chairman at Dentsu Ageis Network India, to find answers for these questions.
Dentsu Ageis Network has 25 specialist units and employees 3,500 people across the country. Taproot Dentsu, which is one of the agencies in the network counts Airtel and Facebook, among others, as the brands it consults.