Kawal Shoor
Aug 25, 2020

Watch: How India's white collar professionals deal with lockdown

Mumbai-based independent agency The Womb explores how different segments of Indian society are faring under lockdown with research visualised through video.

We all know that the lockdown was the need of the hour, or indeed of the day and of the month, or of months. However, from a mind readers point-of-view, the lockdown could be defined as the single biggest experiment in human history. We at The Womb set out to understand how India and Indians would attitudinally react to this, given its extraordinary power to change their circumstance.   

Project As Is, our lockdown research project, started with a simple question. When people are unnaturally forced to stay at home over a long period of time, what would they feel about various aspects of life, and importantly, how would those feelings change over the entirety of the lockdown? The findings are in two parts. A short video that dramatizes the key insight of each of the six cohorts explored. And a detailed report available upon request.  

Today’s video brings alive the key sentiment unearthed among affluent white collar workers of India. There are approximately 10 million such employees, but estimates vary. What can’t be questioned is their disproportionate contribution to branded consumer products offtakes.   

Also see:

Watch: The Womb depicts how India's blue collar workers are dealing with lockdown

Watch: India's lockdown revelations - househelp


Kawal Shoor is founding partner of independent agency, The Womb, in Mumbai

Source:
Campaign India

Related Articles

Just Published

7 hours ago

How to put creativity back into media buying

RedTrack’s Vladyslav Zhovtenko examines the impact of context-switching, yet at the same time why marketers shouldn’t automate everything.

7 hours ago

Creative Minds: Fachrul Rizal considers advertising ...

Having passed up a career crafting culinary masterpieces, Dentsu Creative Indonesia’s Fachrul Rizal brings the rigour of a Michelin-obsessed chef to advertising and creativity.

8 hours ago

Take a peak: How marketers can turn digital noise ...

In an attention-starved and price-sensitive market, brands are battling for fleeting consumer focus. NP Digital's Neil Patel shares how leveraging emotional resonance through the 'peak-end rule' can create powerful moments that stick.

8 hours ago

A sweet KitKat break-time signal for Manila businesses

In a twist on its classic image, KitKat Philippines has launched a campaign that transforms its iconic chocolate bar into a practical break-time signal for small business owners in Metro Manila.