Q3 campaign plan:

Covid-19

Situation improves a little: govt loosens restrictions. Shops and schools are re-opened, public transport is started again. Focus is to prevent imported cases, hence ports and airports are under strict supervision. Read more here

Local + GMB campaign: people are starting to go out within cities but still avoiding longer duration travel which involves aircrafts and trains. Businesses are gingerly getting back on their feet. Sentiment is cautiously optimistic. 'Open for business'

Situation improves completely: No fear of the virus. Either most people have developed an immunity to the virus or the virus has evolved to become benign (here) and mortality rates have dropped. No lockdowns, no restriction on international or domestic travel.

Local + Travel + GMB: Be it travel within the city or travel outside the city, Google is here to help.

Production shoot

Shoots are allowed

Shoots are not allowed

Shoot for a film

Use found footage

Pros: fast turnaround, keeps us flexible in March/Apr

Pros: better suited to show an entire product journey and feature education. Eg: Voice

Pros: - contextual brand message that will resonate with the merchants, consumers alike - The sentiment/narrative in the country will be around India bounces back. We can help accelerate that comeback.

Cons: Salons, gyms are still not safe, vulnerable groups may still be advised to stay home

Shopping campaign

Voice + vernacular

Education

Situation doesn't improve: cities still under lockdown, no schools, public transport. Only allowed to step out for essentials and emergency services.

Extend the Q2 campaign

Cons: Can't work with Oglivy, not the best to educate on product features

Pros: high headroom, high RPM, proven to have worked in the past.

Cons: sentiment may not be to shop and splurge, seasonality is in Q4 due to ecomm sales around Diwali

Discover

Dates

No campaign in Q2: July 1st

If campaign happens in Q2: Aug 1st

Pros:

Cons: Not a very emotive message to give out. Users will be fatigued with news related content.