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<ul><li>The role of a Chief Marketing Officer has changed as a consequence of the global pandemic. It has now transformed into Chief Motivational Officer during the second wave of coronavirus.</li><li>In India, brands are trying to figure out the right way to communicate with their audience during a national emergency and change their message, which makes marketing – and the role of CMO – more critical than ever.</li><li>In our latest interview series, we speak to a few CMOs to understand how they are helping out their organisations find the right ways to connect with consumers.</li><li>Third-party delivery platform Dunzo has been using its social media platform to amp up people’s SoS requests. Sai Ganesh, Marketing Lead, Dunzo tells us how this lockdown has changed his role as a marketing officer.</li></ul>With India’s healthcare system severely stretched, many brands have been leveraging their social media presence to either amplify citizens’ SoS for ICU beds or to spread awareness around vaccination registration. One such brand is Dunzo. It was quick to convert its social media page into an SoS helpline for its users. Very early on during this on-going pandemic, Dunzo also reminded consumers that we are all in this together by swallowing its pride and uplifting its competitors in its social media posts. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Lately, Dunzo has stayed away from all promotional posts. After the cases started rising in India during April 2021, Dunzo decided to pause, reflect, rework its strategies and most importantly, prioritise consumer interest. It was after an internal discussion that Dunzo decided it should use its reach to help people, who are crying out for help. The delivery platform also started using Instagram Reels to beat misinformation around COVID-19 vaccination and spread awareness. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Dunzo is also using its humor to bring a smile to our lips and help us laugh in the face of adversity. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> So, Dunzo has been using its advertising tools to encourage people to get vaccinated against COVID-19, amplify user requests and express its gratitude for frontline workers. Apart from that, the platform has reduced the number of posts on social media and is only focusing on helping out its users. Before the pandemic, organisations were looking for CMOs who were data-driven, focused on the customer, and were able to anticipate needs people didn’t even know they had. Today, a CMO is also required to be agile because consumer needs are changing overnight and most importantly, the need of the hour is a marketing leader who is empathetic and caring. CMOs set the right tone for the organisation at the top and lead the brand to connect with consumers. They are also expected to protect the health, safety, and well-being of their employees. And when all of this is over, it will be brands like Dunzo that will be remembered by consumers for its humanitarian aid and looked up as examples by SMBs and start-ups. So, as a leader who is supervising these much-needed marketing activities during a crisis, we reached out to Sai Ganesh, Marketing Lead, Dunzo to understand how this lockdown has changed his role as a marketing officer. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. How has your schedule changed during the second wave? Can you draw a comparison between last year's lockdown with this year's?" text="Q. How has your schedule changed during the second wave? Can you draw a comparison between last year's lockdown with this year's?">Q. How has your schedule changed during the second wave? Can you draw a comparison between last year's lockdown with this year's?</cmsannotation> To be honest, it is similar in many ways, but except that this time the pandemic feels more intense and closer home. Last year, we were getting used to the WFH setup, taking care of our mental health while doing great work. This year, it has gotten more exhausting personally to witness the pandemic unfolding the way it has, so we do ensure that each of us takes regular breaks to recuperate. People who are known to us have passed away or are struggling to survive, so it's definitely overwhelming. For a creative team especially it's even more difficult to work during these times. So, we have prioritised self-care and helping others over everything else for now. <cmsannotation type="cmsannotation" annotationid="Q. No communication or relevant/empathetic communication, which route should a brand take during difficult times like these?" text="Q. No communication or relevant/empathetic communication, which route should a brand take during difficult times like these?">Q. No communication or relevant/empathetic communication, which route should a brand take during difficult times like these?</cmsannotation> ALWAYS relevant empathetic communication. Without any doubt! We saw that last year and this year, consumers don't want brands to be “salesy", but they also want brands to stand up and help others in trying times. The power users on Social media call out brands that are tone-deaf / not able to take a stance during tough times. So yes, consumers are going to call you for inaction so "No communication" is a bad idea. <cmsannotation type="cmsannotation" annotationid="Q. As a leader, how are you trying to be there for your employees?" text="Q. As a leader, how are you trying to be there for your employees?">Q. As a leader, how are you trying to be there for your employees?</cmsannotation> Ensuring that employees are safe and healthy (both mentally and physically) is our top priority. We have been trying to do that by having regular non-work calls, making sure there is a balance between ensuring people have clarity on work to be done, at the same time, giving them enough freedom to take breaks. <cmsannotation type="cmsannotation" annotationid="Q. How are you using your advertising tools to help out other people?" text="Q. How are you using your advertising tools to help out other people?">Q. How are you using your advertising tools to help out other people?</cmsannotation> Right in the beginning, when we saw that people on Social media were looking for ways to help each other out, our focus has been on using our communications platforms to amplify such calls for help. We are also connecting those who can offer help to those who need help. Like last year, we are also using our communications to spread awareness on Social distancing and precautions to stay safe. <cmsannotation type="cmsannotation" annotationid="Q. How have your goals changed due to the second wave?" text="Q. How have your goals changed due to the second wave?">Q. How have your goals changed due to the second wave?</cmsannotation> Goals haven't changed much, just revised as per the external macro-environment.

Dunzo has prioritised self-care and helping others over everything else for now: Sai Ganesh, Dunzo

<ul><li><keyword id="3275685" type="General" weightage="20" keywordseo="dunzo" source="Orion">Dunzo</keyword> has recently launched a 360 degree campaign to promote its new offering <keyword id="11947433" type="General" weightage="20" keywordseo="dunzo-daily" source="Orion">Dunzo Daily</keyword> that it has launched in <keyword id="6355033" type="General" weightage="20" keywordseo="bangalore" source="Orion">Bangalore</keyword>.</li><li>We speak to <keyword id="653988" type="General" weightage="20" keywordseo="sai-ganesh" source="Orion">Sai Ganesh</keyword>, Head - Brand at Dunzo who tells us about the new offering and the campaign and tells us about their marketing journey so far.</li></ul>The quick commerce segment is heating up with more and more platforms battling it out to make life more convenient for its consumers. In the past few months, we have seen platforms like Grofers, Swiggy and Dunzo try to race each other into delivering groceries to you first. Meanwhile, what might make one platform win over the other is how they choose to communicate with their consumers. Dunzo, that launched Dunzo Daily in nine areas of Bengaluru in July launched with the promise of delivering products to your doorsteps within 15 minutes. It now has a fool-proof plan to make itself heard. Last week, we saw Dunzo launch a film, the first in a series, featuring actor <keyword id="9271" type="General" weightage="20" keywordseo="sunny-deol" source="Orion">Sunny Deol</keyword>. And to make sure that its message reaches its target audiences, the platform has come up with a 360 degree campaign to make the right kind of noise. The campaign “This is a repositioning exercise for Dunzo which has primarily been known for its quick pick-up and drop service for all categories. But now we're trying to focus on positioning Dunzo as the best delivery service to get your groceries fresh and fast. And since it's primarily a Bangalore campaign to begin with, we're looking to scale operations in Bangalore. It’s a city that has multiple user personas, there’s the native audience who have lived here for the longest period of time and then there are people who have moved into the city from other parts of the country for work. Our campaign is aimed at addressing all the different user personas,” said Sai Ganesh, Head - Brand at Dunzo. <div type="Youtube" id="Vx0m1zgZqbM" title="Dunzo Daily Campaign | Tareekh Pe Tareekh" thumbUrl="https://i.ytimg.com/vi/Vx0m1zgZqbM/mqdefault.jpg"></div> The campaign, which will feature a host of stars from both Hindi and Kannada movies, is aimed at highlighting the hassle of ordering groceries and how Dunzo will solve the problem for its users. In the past few months, we have also observed new-age players making use of nostalgia to reach out to consumers. So is Dunzo worried the new campaign will be compared to CRED’s IPL ads? “Not at all. We started working on this campaign last year, even before CRED’s second phase of campaign. I think the campaigns look similar because both the teams at CRED and Dunzo are largely digital-natives. We understand what works on Instagram, Twitter and the social media. We don't think TV commercials or Outdoor creatives first. Doing unexpected things on social media has a huge payoff and that's the reason why there's a similar train of thought between the two and that's just because we know what works on social media,” he explained. The growth of Dunzo Daily Since July, Dunzo Daily has been witnessing around 25% growth week on week. To fulfill its promise of delivery in 19 minutes, Dunzo is leveraging mini-warehouses strategically located across each neighborhood in the city. But then, a few other players in the segment are also speeding up their delivery game, so how will Dunzo make sure consumers choose them over their competitors, and what role will communication play there? “Our content speaks for itself. The kind of content we've created and the mediums we’re using help us stand out. We also have an audio signature tune now. And this sonic identity will be a part of the product. On the app, when the delivery partner leaves the store or is at your doorstep, you will get a notification. We're trying to differentiate the brand at every touch-point possible and marketing is not going to be left behind as well,” added Ganesh. For Dunzo, the plan for now is to grow Dunzo Daily to 4X in Bangalore, to provide a superior experience, set up more stores so that the delivery time gets further reduced. Once the model gets proven in Bangalore, the platform will take it to other cities. Dunzo’s marketing game Dunzo had been launched back in 2015 as a <keyword id="790242" type="General" weightage="20" keywordseo="whatsapp" source="Orion">WhatsApp</keyword> group where CEO Kabeer Biswas would himself get things delivered to people on the group. Within four months, the initiative blew up on Whatsapp and Biswas had close to 10,000 users, without spending any money on advertising. For a long time, the growth Dunzo witnessed was solely owing to word-of-mouth. However, as the team started scaling up, Dunzo focused on building an in-house brands team. Today Dunzo does all its creative work in-house. On what has worked in their favor from a marketing perspective, Ganesh said, “We haven't hired an agency, everything is done in-house. Building this team of digital-natives who are so good at everything they do, has been a very important part of our journey. An interesting thing about our social media journey is, people organically used to say good things about Dunzo and our delivery partners and we decided to use this tactic where we would incentivize people to say good things about Dunzo, which is pretty much what our Twitter game is. If you say something good about us, we make a wordplay on your name and that is something our consumers look forward to.” Dunzo is also one of the players on social media that has aced moment marketing and its take on topical events usually keeps it in the news too, which has helped them build their brand narrative too. “Over the last few years, we have been able to leverage moment marketing well, to the extent that someone was telling me that advertising agencies don’t like Dunzo because they get our creatives sent to them by their clients who ask them to come up with similar creatives. It’s a big compliment for us. We have become the leaders of moment marketingand that is creating a real pull for the brand,” said Ganesh. Watch the full interview here: <div type="Video" msid="85626102" hostid="261" title="Dunzo has launched a new campaign featuring Sunny Deol to promote its offering Dunzo Daily" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=85626102"></div>

A lot of advertising agencies don’t like Dunzo because their clients send them our creatives asking them to do something similar: Sai Ganesh, Dunzo

Dunzo has launched a new campaign featuring Sunny Deol to promote its offering Dunzo Daily

<ul><li>While we all are watching, worrying about everything that’s happening outside from behind the closed doors, delivery personnels from Dunzo, Medlife and Housejoy are risking their lives everyday to make sure we get our daily essentials and stay safe.</li><li>We reached out to their marketing heads of these brands to understand the challenges these players have faced in the past 21 days, from delivering products to communicating with consumers and here is how they are functioning in the new normal. </li></ul>While we are all scared and anxious to step out even for a few minutes, brands like Dunzo, Medlife and Housejoy are making sure that we are all safely cooped at home. From catering to the ever-increasing demand to coming up with creative solutions like contact-less delivery that ensure the safety of their consumers, as well as their delivery partners, these brands have embraced the challenges—as and when they come—with open arms. To prepare for the long haul, they are welcoming new delivery personnel, introducing fresh HR policies, sanitising their storing facilities, and reminding their consumers to take good care of themselves by washing their hands and maintaining safe physical distance -- on social media every day. However, things haven’t been simple for these players on the ground. In the first few days of the lockdown, owing to confusion and lack of clarity around guidelines, it was difficult for a lot of these players to function smoothly. Telling us what kind of challenges Medlife faced during the first few days of the lockdown, Meera Iyer, CMO, Medlife, said, “The lockdown has been quite a difficult time for Medlife. In terms of business, our traffic and demand has more than doubled. Organically, a lot of people have been coming online and wanting to order medicines as well as use our e-consultation service. But unfortunately, on the other side, the lockdown has meant total disruption on the ground for our operations team. The supply chain particularly was severely impacted in the first 2 weeks. Things are better now and slowly coming back to normal but it was the case of 2X the number of orders and pretty much 50% capacity on the ground, thereby allowing us to service around 25% of our customers. So customer experience went for a toss during this period.” Despite the limitations that the lockdown brought, it also brought with it a lot of growth opportunities for brands like Dunzo. Elaborating, Sai Ganesh, Head Marketing &amp; Creative, Dunzo said, “Groceries used to be our main category earlier and demand in that category has gone through the roof. We have seen significant organic growth, especially in grocery, medicine, meat and fish. That’s been the biggest opportunity where we are seeing a lot of organic traffic and new users coming in. Housejoy, which is a tech-driven construction, renovation, interiors and Home Maintenance company, rose to the occasion and started delivering essentials. Telling us how they arrived at it, Arpan Biswas, Vice President - Marketing, Housejay, said, “We saw an opportunity as the big players, who deliver essential services, have seen a growth of 6X. However, a lot of their delivery personnel left for their hometowns. So we have internally we offer home services and some of them don’t fall in essentials, so we have supply and tech in place. We just had to add groceries to it. We took a couple of weeks to take a call -- we saw an opportunity and thought this might make sense for us! From there, it was quite easy for us. Also, we wanted to make sure our internal delivery guys get to earn a bit and keep their households running. We have seen good growth so far. If it continues, we will think of approaching this category seriously.” In sensitive times such as today, there's always a chance that if brands come out with marketing communications, their intent will be frowned upon. Telling us how Dunzo is treading that line between communicating what’s required and being opportunistic, Ganesh said, “Our marketing communications in the past 45 days is very rarely focusing on selling the value proposition of Dunzo. We have also tried to use what guidelines WHO released for brands to incorporate social distancing, wearing masks, washing hands regularly, etc, so we have tried to use that. After the first lockdown was announced for two weeks, there was a period when users did not care about what your brand had to say. We saw very little engagement in those two weeks. The first two weeks were spent on informing the audience about what's happening, right things to the users and what precautions we are taking. Right now, they are looking for lighter, humourous content. There is a lot of stress right now and social media is a comic relief for them. So, we have moved to lighter content and none of it sells our product.” To help maintain a positive environment on social media and reach out to a wider audience, Dunzo is also looking at exploring TikTok, which, as Ganesh said, is a great way to connect with their delivery partners. Biswas, on the other hand, reminded us that this situation might not end very soon even if the lockdown opens. Therefore, as a marketer, you need to remind your consumers about the do’s and don’ts they need to follow. He further said, “We should think of ourselves as customers, not marketers. When I think of what is my need v/s want, as a customer, it is the essentials. So I would rather stick to delivering essentials and making sure that consumers get the necessary information. You also need to be very patient and see how things turn out in the next two-three months. We should save cash, not burn it in the media. We should rather create content that adds value to our customer’s life.” Moreover, taking care of the health, wellness and hygiene of their delivery partners is also a priority for most of these brands. Talking about all that Medlife has been doing to take care of its partners, Iyer said, “All our fulfillment centres across 15 cities have a doctor. We have thermal scanning for allowing people to come in. Use of masks and periodic sanitizing is mandatory. And we are doing everything to ensure that their commute to the warehouses and back home is also made safe.”

From delivering essentials to communicating effectively with consumers, here is how these brands are helping us survive the lockdown

<ul><li><keyword id="3275685" type="PERSON" weightage="20" keywordseo="dunzo">Dunzo</keyword>'s #NariWithSign is inspired by the popular Instagram page '<keyword id="8854641" type="UNKNOWN" weightage="20" keywordseo="dude-with-sign">Dude With Sign</keyword>'.</li><li>The aim of the campaign is to talk about some stereotypes that women face everyday.</li></ul>Have you ever felt immense frustration when you are out for a dinner date, and at the end, the waiter presents the bill to your partner, who is a man? Or have you felt helpless when you have been told to do something just because you are a woman? Haven't all of us been in situations in our lives that we feel we would not have had to face, had we not been women? As we come closer to March 8, globally celebrated as <keyword id="6696937" type="ORGANIZATION" weightage="20" keywordseo="International-Womens-Day">International Women's Day</keyword>, we will come across many conversations around the need for equality, diversity and inclusion, conversations that frankly should be happening throughout the year. However, we need to start somewhere, and it is good to see brands take up the responsibility of breaking <keyword id="1262447" type="PERSON" weightage="20" keywordseo="gender-stereotypes">gender stereotypes</keyword> through their campaigns, in the hope of bringing about an attitudinal change in our society. 
<div type="image" title="Dunzo5" msid="74435135" hostid="261"></div>

 This year, to get people talking about stereotypes that women have to face everyday, online delivery platform Dunzo has come up with a campaign, ‘Don’t Make Women Say It - #NariWithSign’. Inspired by the hugely popular Instagram page ‘Dude With Sign’ who holds up postcards with single line protests ranging from ‘Stop replying-all to company-wide emails’ to ‘Seinfeld is way better than Friends’, Dunzo’s campaign is all about bringing forth ‘unsaid assumptions and prejudices about women pervading the moral and cultural climate of our times.’ <div type="image" title="Dunzo4" msid="74435043" hostid="261"></div>

 What Dunzo is protesting against on the postcards are highly relatable things that most women have to face, almost on an everyday basis. What makes the creatives good are that most of the protests on their cardboards are things all of us would have faced over the years. <div type="image" title="Dunzo3" msid="74435146" hostid="261"></div>

 Over the course of the month, Dunzo plans to post pictures on all its Social Media platforms, of women holding up these signs. This will be a combination of creatives that are created in-house, as well as those which are crowd-sourced. The brand says that the campaign is its efforts towards driving progressive and inclusive thinking. And while at it, their aim is to turn a few heads, change a few minds, and spark a few smiles. <div type="image" title="Dunzo2" msid="74435159" hostid="261"></div>

 Speaking about the campaign, <keyword id="653988" type="PERSON" weightage="20" keywordseo="Sai-Ganesh">Sai Ganesh</keyword>, Head Marketing &amp; Creative, Dunzo said, “As a brand, Dunzo has always strived to shed light on serious subjects but with an easy-to-relate and humorous lens. In fact, many of our users who are women have told us how much Dunzo has changed their life - from buying sanitary pads late at night to lending a helping hand during a busy week by taking care of everyday chores. #NariWithSign is our homage to women and the steps we still have to take to become a truly equal society - online and offline!”

Dunzo’s Women’s Day campaign, #NariWithSign is trying to ‘turn a few heads, change a few minds’

<ul><li>Dunzo has launched two new queer mascots named Carelines Ringaraj (She/Her) and Jusmeet (They/Them).</li><li>No matter your background, there should and will always be a place for you within the Dunzo community, says Dunzo.</li></ul>Dunzo takes another step forward towards diversity and <keyword id="528822" type="COMPANY" weightage="20" keywordseo="Inclusion">inclusion</keyword>. While the end of June marks the end of Pride celebrations for some, for Dunzo it's a moment of new beginnings as it unveils the newest mascots of the Duniverse, Dunzo’s Mascot Universe. Introducing two new characters who are proud members of the LGBTQIA+ community, will continue Dunzo’s tradition of representation across its platform and another step in ensuring that everyone in the community has a place at Dunzo. <div type="image" title="Jusmeet" msid="83978747" hostid="261"></div> “As a three-sided platform, we have always been conscious of representing the different voices in our community. Our ethos reflects the people we work with on an everyday basis and we strongly believe #VarietyMakesUs. With the inception of the Duniverse, we wanted to capture the many stories and faces that make Dunzo the platform so loved by users. We’re so excited to introduce the newest members of the Dunzo Mascot Universe — Careline Ringaraj (She/Her) from Chennai, and Jusmeet (They/Them) from Jalandhar who are proud members of the LGBTQIA+ community and will represent Dunzo all year round, year after year,” says Sai Ganesh, Head - Brand at Dunzo. <div type="image" title="Careline" msid="83978709" hostid="261"></div> "With the addition of the two LGBTQIA+ characters to our mascot universe, our intention is to promote inclusiveness and widen our horizons to include all sections of our society as equals. It is to value representation and celebrate all colors of the rainbow with equal vigor. There are miles to go before we rest, but we hope that this little step helps open up some hearts and minds to embrace variety with Pride," read Dunzo's blog. Diversity and inclusion have always been a part of the Dunzo DNA — whether it’s in the services that it delivers or the community it serves. Taking a stand for Diversity &amp; Inclusion, Dunzo has also initiated several <a href="https://blog.dunzo.com/hereforpride-b0f32e093c30" data-type="tilCustomLink">programs </a>internally such as the Women@ Dunzo initiative which aims to create conversations around policies and workplace practices that impact the culture and emotional health of the organization. As part of <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">Pride Month</keyword>, Dunzo hosted notable LGBTQIA+ advocates such as Vasu Primlani and Pooja Sampath and got conversations going around identity and pride. As Dunzo continues to build more initiatives around Diversity and Inclusion, it's building a place for all members of the community. With the addition of the two LGBTQIA+ characters to its mascot universe, Dunzo will continue to advocate for inclusiveness and widen acceptance to include all sections of our society as equals.

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