Businesses across the globe did not expect disruption of this scale and most brands had no plan to tackle such a shock (pandemic situation). While media platforms and publishers have been the go-to platforms during the pandemic there were some platforms that resorted to questionable and unethical practices for immediate gains. Audience reaction towards such practices have been quick and punitive not only with such media platforms but also with brands that associate with such platforms and are seen compromising on their committed values. The collateral damage to brands is sharp and at times irreparable and global in nature.

Advertising & brand associations are choices brands make every day and is important than ever before to make this choice wisely every single time. Brand perception & spill overs are fast and therefore to build shock proof and resilient brands that audience trust and can rely upon it is not only enough to communicate the right thing but also important to communicate from the right environment. Healthy brand association is a key element in this build up and brand associations that match with core values of the brand is no longer a ‘good to have’ but a ‘must-have’ mandate for every single media investment in today’s era.