The India Chapter of the International Advertising Association (IAA) launched a campaign during the time of crisis brought on by the pandemic, urging advertisers, along with advertising and media agencies, to take a ‘deep breath’ and show empathy. 

Megha Tata, President of IAA India, said, “Yes, we are going through an unprecedented crisis. There is pain and grief all around us. But as they say, extraordinary times call for extraordinary responses. Corporates have responded with alacrity and fortitude to the call of the nation. Funds and resources are being mobilized to help those in need. Communication is, and will continue to be, used to strike a chord of positivity. As a responsible industry association with a unique mix of members—including leaders from marketing, advertising, and media—we are appealing to all stakeholders in our industry to treat one another with sensitivity, understanding, empathy, and kindness. It’s as simple, and as important, as that.”

Nandini Dias, Chairperson of the IAA Leadership Awards Committee, added, “For three years now, the IAA has been urging industry leaders—through a well-managed campaign—to save lives by adopting flexible work hours, and the response has been overwhelmingly positive. This time, the challenges are different. We need to rebuild lives and livelihoods, regardless of where we work or whether we are part of local or global organizations. Members of our industry, across all levels of the corporate ladder, are facing unique difficulties. We believe now is the time to introspect, look inward, and tap into the reserves of goodness that exist in all of us to lay the foundation for long-term renewal. Our campaign seeks to encourage just that. And, as we always maintain, communication should be a force for good.”

The campaign has been conceptualized by Madison BMB.