Covid-19 India From the Social Media Lens - Report by AutumnGrey, A Grey Group Company.
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Covid-19 India
From the Social Media Lens
1
Report by AutumnGrey, A Grey Group Company.
Index
• Executive Summary
• Current State of COVID Discussions in India
• Which brand categories are active?
• What are Brands communicating?
How are consumer reacting?
• Highlights from COVID Associated Subjects
2
Executive Summary
Executive Summary • While masks have been made mandatory in several states
and test kits are being provided in all locations to increase
testing of Covid-19, users questioned the availability of
masks and the quality of the testing kits
• PM Modi’s call of switching off lights and lighting candles and
diyas was well received by the nation as many celebrities,
industrialists including Mr. Ratan Tata and other influencers
posted pictures online.
• In some places, this activity took a turn for the worse
and some groups took out processions and burst
crackers which even led to fire at Solapur airport
• As India banned the export of Hydroxychloroquine, a drug
widely used for curing Malaria and heavily manufactured by
India which can be a possible cure for Covid-19, Trump
initially hinted retaliation which later turned to thanking
Amidst the steep curve of rising cases in India (almost 200% jump in PM Modi as the ban was lifted
the past week) users seem to be moving away from the • Mr. Ratan Tata and the Tata Group has been hailed by many
conversations on Covid-19 as the number falls for the second as donations from the group was followed by opening the
consecutive week Taj hotel for medical personnel treating Covid-19 patients.
Users pledged to buy more products manufactured by the
Below are the key topics India discussed online: Tata group, including cars
• Many state govts requested an extension on the ongoing • Unavailability of alcohol in many areas was given a fun twist
lockdown. Along with the lockdown, many hotspots were sealed on social media as users shared humorous content
which sent many into panic buying. Some users shared pictures • Brands majorly spoke about social distancing, content
and videos of long lines at counters around WFH/Quarantine and about lighting Diya to show
togetherness on Sunday
3
Current State of COVID
Discussions in India.
4
Conversations dropped further by 20%, while Corona Cases in
India grew by 192% over the past week
1.8M results
Cumulative number of cases Total Conversations Search Index
10,000,000 6000
Janata Curfew 8,848,274 5734
9,000,000
(22nd March) 5000
8,000,000
7,000,000 4000
6,000,000
1.4M results 3000
3.4M results 5,000,000
4,000,000
2000
1.8M results 3,000,000
2,000,000 1000
1,000,000
UP, Maharashtra, Andhra Pradesh and Tamil Nadu - 0
had the most mentions in the time period 1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr
Sources: https://www.mohfw.gov.in, https://trends.google.com , AutumnGrey Social Media Listening & Analytics
5
Topics Time Period: 3rd April – 9th April 2020
Topic Total Conversations Total Engagement
Lockdown 1.6M 1.63M
Govt Actions 84.4K 637.5K
Lighting Candles/Diyas 82.3K 900.3K
Trump threatens to retaliate 67K 915.3K
TATA Group opens Taj Hotel
4.5K 140.2K
for medical personnel
Unavailability of Alcohol 1.9K 11.8K
Sources: AutumnGrey Social Media Listening & Analytics
6
State Govts. request an extension Time Period: 3rd April – 9th April 2020
of Lockdown
Talks of extension of lockdown was a popular topic among citizens online as many agreed on the importance
1.6M 1.63M
mentions engagement
Many state governments have recommended extension
• Telangana Chief Minister's CM K Chandrasekhar Rao
suggested extension of lockdown for 2 more weeks
(after April 15)
• Lockdown would be extended in most affected zones
• Two-week extension of lockdown in Mumbai, Pune and
wherever there are large number of #COVID19 cases
may be needed: Maharashtra Health Minister, Rajesh
Tope tells NDTV.
• Users took to twitter to share their support while some shared
videos of Panic buying amidst the news of extension
7
Time Period: 3rd April – 9th April 2020
Quality v/s Quantity, the debate goes on
While governments have made masks compulsory in several states and cities & Test Kits available, people have questioned the
availability of masks and the quality of kits
84.4K 637.5K
mentions engagement
• PM Modi had appealed to people of India to switch off all
lights of houses on April 5 at 9 PM for 9 minutes & just light a
candle, 'diya' or mobile's flashlight, to mark fight against
#Coronavirus which led to many creating memes
• Facial masks will be compulsory - Arvind Kejriwal
• Steps taken by Indian Railways amidst the lockdown due to
COVID-19:
• Coaches turned into quarantine facilities
• Manufacturing protective gear
• Extension of retiring rooms
• Meals for homeless - 8.5 lakh cooked meals have been
distributed
• Ensuring essential goods for the National Capital
• launched 109 Time-tabled parcel trains over 58 routes
to fulfil their demands
• HLL Lifecare Limited, a Central Government Enterprise under
Ministry of Health & Family Welfare has developed rapid
antibody diagnostic kit for #COVID19
• PPE kits & Masks availability was a popular topic
8
Time Period: 3rd April – 9th April 2020
Light it Up!
Social media was lit up with photos and videos of people sharing how they supported the PM and the nation by lighting
candles and diyas
82.3K 900.3K
mentions engagement
• While some tried to falsely justify the move as
scientific in killing many rolled out tweets to stop the
misinformation.
• PIB (Press Information Bureau) tweet: “Don’t
fall for the rumours/unscientific reasoning on
the appeal for lightning
Diya/candles/flash/torch on 5th April at 9
pm. This initiative is to show solidarity and
confidence in our collective fight against
#Covid19
• Some also made puns on this
• People, Influencers and leaders also supported this
move and lighted candles and diyas
9
Time Period: 3rd April – 9th April 2020
From Candles to Fire - Making International Headlines
While most of India followed PM’s directions and lighted candles/diyas from their balconies, the idea was lost to some groups
as they took out processions in large groups, burnt crackers and chanted “Corona Go, Go Corona!”
10Time Period: 3rd April – 9th April 2020
India to the Rescue
Trump moved from warning of retaliation for not releasing Hydroxychloroquine to thanking
Prime Minister Modi Twitter had mixed opinions
67K 915.3K
mentions engagement
• What they said:
If India does not release Hydroxychloroquine
ordered by India, there may be retaliation
• What we did
India supplied anti-malaria drug, and didn’t want
politicize the matter - Trump warns of retaliation
• Why we didn’t want to do it
India's decision to ban the exports of
Hydroxychloroquine is driven by its desire to take
stock of the domestic requirements
11Time Period: 3rd April – 9th April 2020
The Man with a Golden Heart
TATA GROUP has been appreciated (third week in a row) for all the support & initiatives taken so far,
rooms for BMC doctors being the most recent addition
4.5K 140.2K
mentions engagement
• TATA group opens the rooms at the Taj hotel in Colaba
and Taj lands end Bandra for BMC doctors working on
covid19 duty
• Taj Hotels have started an initiative in collaboration with
Sanjeev Kapoor and sport from people to provide meals
to the medical staff on duty at the hospitals
12Time Period: 3rd April – 9th April 2020
Alcohol is still not the answer
Difficult time to BUY or SELL of LIQUOR; Government are taking steps to avoid HAZARDS happening
1.9K 11.8K
mentions engagement
• 1.01 lakh bottles of illicit liquor were seized during
lockdown period by Haryana Police
• 3 persons arrested for consuming liquor inside a
#Coronavirus isolation ward in Odisha
• 3 die after drinking paint varnish due to the unavailability
of alcohol amid lockdown
• Twitterati made several puns around unavailability of
liquor
13Time Period: 3rd April – 9th April 2020
Content that made us laugh
Sources: AutumnGrey Social Media Listening & Analytics
14Which brand categories are active?
What are Brands communicating?
How are consumers reacting?
15Brand Categories active during the week Time Period: 3rd April – 9th April 2020
20%
18%
16%
14%
12%
10% 19%
8% 16%
14%
6% 11% 10%
4% 8% 8% 7% 7%
2%
0%
Education Banking & Pharma & Real Estate Retail Food/Beverage Personal Care Travel & Retail Chains
Finance Health Tourism
Users appreciating the efforts by brands across QSR, Retail, Health & Hygiene and Food categories for Volume of conversations & Negative sentiment for travel industry came down, but
helping public, Praising delivery partners, requesting for service in their location; Few users are many users are complaining about refund issues and delay in response; Users
complaining about unavailability of slots & delay in service responding positively to the engagement posts like guess the Destination, RTMs
Sources: AutumnGrey Social Media Listening & Analytics
16Social Distancing was the most popular content Time Period: 3rd April – 9th April 2020
- topic among all brand categories
The kind of content that brands put out on their social channels
Stay Safe &
Common Content Stay Home/
Content around Diya
#WorldHealthDa
Buckets WFH/Quarantine Lightening
Social Distancing y
Category Unique Buckets Category Unique Buckets
Contactless Delivery
Stay Fit, Eat Healthy
Product Promotion
Preventive Measures QSR Ensuring Safety for Consumers
Health & Hygiene Ask Experts - Tips to Excel WFH #BingoChallenge
Request to donate for daily wagers Indoor Games
Correct Hand Washing Techniques Accommodation for Medical/Policemen
Appreciating Delivery Partners Travel & Tourism Partnerships with Apollo to provide Quarantine centers
Memes around Quarantine Save Tourism- Postpone, Don’t cancel Travel
Product Promotion
Online Retail Requesting to tip for delivery partners through app
Product Promotion - Immunity Booster
Contactless Delivery
Be fit & Exercise at home
Update on efforts to serve better
Appreciating Healthcare professionals
Sharing Recipes for Cooking
Food & Beverages Requesting to donate for people in need
Food Delivery Platforms Request to Donate to Daily Wagers
Contactless Delivery Engagement Activity - Contests on WFH life
Product promotion
Sources: AutumnGrey Social Media Listening & Analytics
17Associated Subjects Time Period: 3rd April – 9th April 2020
• Sensex soars over 1,200 points, Nifty reclaims 9,100-mark
• Mahindra and Mahindra top gainer surging nearly 17 percent
• News media reported an increase in fake news, hate and communal content over coronavirus
on social media in last few days as noted by Maharashtra cyber police; 132 cases registered
• Myntra teams up with Wildcraft to offer protective masks
• Nitrogen dioxide emissions on an all-time low owing to lockdown; average concentration of
PM 2.5 plunged by 71% in New Delhi
• Zoom faced a major security issue termed “Zoombombing” during BARC's COVID-19 conference
as miscreants posted abusive messages
• While Zoom was the top downloaded app in Feb and March, many organizations and
schools have stopped using the app completely after another incident of hacking of an
ongoing lesson with students
Sources: AutumnGrey Social Media Listening & Analytics
18Time Period: 3rd April – 9th April 2020
A real-time tracker for Covid-19 specially made for
every part of India
AutumnGrey’s latest addition to the COVID-19 Reporting in India
A mobile-adaptive website to track the real-time status of
COVID19 with the following features that make it different
from tracking any other website/news source:
1. State wise statistics tracker – cases, recoveries, fatalities
2. Regional Languages – to view and share info in the
language of your choice/preference
3. Credible Updates – Embedded advisories, orders and
instructions from Govt bodies & WHO
4. Local best Practices – Curated advisories from global
and national medical experts
Additionally, people will have the option to add the website
to their phone’s home screen to give them one-click access
to the information. Do share with your friends and family!
Visit: http://www.coronavirus-update.in
19THANK YOU
Mumbai | Delhi | Bangalore
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