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Major brands hit pause button on brand activity SECTIONS Share ETtech Illustration: Rahul Awasthi Several leading brands have replaced upfront brand promotions to escalate Covid-19 protocols in advertising on their social media handles, driven by the need to post sensitive content at a time when the second wave of infections is raging across the country. Snacks and beverages maker PepsiCo’s top post on its Instagram page - #MaskOnSwagOn – twins the importance of masking with its cola brand’s ‘swag’ tagline. The detailed post though makes no direct reference to brand Pepsi. “Given the current challenging times, most consumer brands see it as their responsibility to spread positivity among consumers,” a PepsiCo India spokesperson said. “Pepsi continues to use its digital assets to share messages around social distancing during festivals, encouraging people to stay at home and also asking consumers to keep patience in these difficult times.”

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