IIDE Super Session Topic
Media during Pandemic – ‘To be or not to be’
A Super-session with Mr. Jahid Ahmed – VP & Head – Digital, Content and Social Media Marketing at HDFC Bank on
Media during the Pandemic: To be or not to be
- The session began with Mr. Jahid sharing with us the video campaign, ‘Hum Haar Nahi Maanenge’, launched by HDFC
Bank in early 2020. It is a great example of how a brand must understand consumer sentiment and then define its
own role to serve the society
He spoke about the boundaries a brand must set when communicating with the consumers over a situation like the
pandemic, and stated examples of campaigns done by Lifebuoy, Disney, and Adobe, which added value to the
consumer’s life rather than anxiety
Mr. Jahid also mentioned that digital platforms should be utilized to show the human side of a brand and it was
quite interesting to see a brand from the BFSI sector like HDFC Bank, creating fun and engaging content on social
media that caputalises on trends contexts and scores high on relativity”
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