RE-START TRENDS DURING Mila) Ve x NSClg | Data led reports and whitepapers often get @ bad rap for being clinical and straight jacketed, At Zirca, weve made It our mission to break that myth and inject new vitality into the art of research, Presenting, Ungeek - Zira’s official knowedge series of marketing insights forthe modern marketer. On the brink of the lockdown, brand managers are probably swamped with reports. But very few _2ciualy simply the facts and help make informed decisions. Read on and youl ind that our Ungeek reports are colourful insightful eee ees ea ee NY Neena Dasgupta | CEO & Director ALZIRCA, we always put our bets on knowledge, research and insights driven decisions. Past few months witnessed Cee et ee On eee eee ee ea ee) translate them into actionable inteligence for the digital and marketing fraternity. ZIRCA will always strive present the industry and cansumers with insights that will hep them make better business decision. COC a coe See ee ee ee cee et ged Dee eee eer ee ee ee ery ‘and iter out ey insights from ther. Within “Ungeek you wll not onl find the width of information but the dey Bee eR er ee eee ee ereLata aN What Bla lord Erne ts reo Travel hospiay Work + Upskt Navigation Money SportsWhat worked? Content consumption has impraved across various content categories and destinations. While the pandemic meant lots of content consumption around survival, consumers also had to straddle between work from home and work fr tome, Amidst all the chaos and absence of any other entertainment avenues they leaned on the net for unwinding, Some also found it worthwhile to invest their time in becoming fnancialy aware and active, The key content categories that witnessed grav during this period can be dassied under these broad themes: Qe owns Qrrwinens serene Seve evs @ ovine GD sey. Q omensSurvival Srey * Cooking and recipe sitesDestinations centered around diet, health and exercise, fitness tracking and more witnessed a boost in reach and engagement. It was the largest category to have shown an uplift. Reach in Mn - Diet, exercise, fitness category Increase of 164% “4antn a9 9320 ‘otal Mins in Mn - Dit, exercise, fitness category BS 7316729122, a219 31s gata rz zz go aIndividual players who benefitted due to the lockdown Google Fit cure Fit @ 50 Mens XP ev oar Healthity meStaying at home and not being able to get any external help for the household meant everyone chipped in for household chores. This pandemic may have finally moved the needle towards more people not being rigid about gender defined roles. Around 4 out of 5 did not worry about maintaining gender roles. This trend of chipping in for household chores and staying predominantly at home due to stricter lockdown imposed during, 220 led to two trends ‘© Reduction in ordering in due to limited delivery personnel and safety Issues ‘© Consumers being ’Atmanirbhar' and learning to cook different recipes aN : 41% Dee eer eee Peers pees Pareto Y-) 1) Prefer being Peeing cree ny Peenare) EaATCT) While the pandemic has not had very postive for indkiduals or the economy, there have been areas which have witnessed growth. On the eee ee eee ee et eC meee Reet ea eee ea er a the Tormaf. We can debate if we will havea U-shaped, V-shaped recovery ora very slow recovery. Maybe we might not go hackto the old eee a Nascent ere a However, the important point is for brands to realze that there are fundamental changes happening in front of our eyes. We can choose to be spoctatos and Ie to tel a tale, or we can ride onthe coattals ofthese headwinds and ensure we do our best to help our consumers know een ae We at Zirca want you, the marketer to know that welve got your backin these times, With inspired ideas and refreshing insights, Zirca Labs has played a key roe in helping clients stay ahead of the curve. Now, we look forward to being part of your journey in these challenging yet. poner errrFor exciting digital marketing opportunities, ee seta ntsAcknowledgement pede RU Eco Co Cac Cee CY Paneer occ Zirca Creative OU Cea Sr Zirca Legal Vivek Nair