The first half of the year witnessed unprecedented changes across the world due to the COVID pandemic that left nothing untouched by its impact. Not surprisingly, the global reach of the virus also affected regional markets such as the UAE, leading to marked changes in consumer behaviour and engagement patterns.
Social distancing and forced isolation measures have left brands to seek new ways of reaching their consumer audience without coming across as opportunistic. Striking a balance between ‘real’ outreach while communicating the brand’s message sympathetically without seeming exploitational during these sensitive times has also been a communication challenge for some.
However a few o
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