May 2020

Mohammad Anas Wahaj | 26 may 2020

CSR (Corporate Social Responsibility) spend is mandatory for certain profitable corporations in India. Most businesses are strategically utilizing their CSR funds. Moreover, Covid-19 pandemic and subsequent directive by government for corporates to participate in Covid-19 relief as part of their CSR activity, has prompted companies to innovate their CSR spends. Gaurav Patra, founder of Value360 Communication, explains how marketers are utilizing the challenge posed by Covid-19 as opportunity to strengthen their brands by strategically focusing on CSR to support society and connect with communities. He says, 'In this hour of global crisis, various marketers are stepping up and aligning their strategy in line with the announcements made by the government. Brands should take this as an opportunity to look inward and be as resourceful as possbile towards the cause. Many companies and businesses are donating certain amounts to the 'PM Cares Fund' formed by the Government of India, while others focus on facilitating vital necessities like masks, sanitizers, gloves, medicines, food to the underprivileged, health institutions, hospitals, etc. Marketers and brands are also committing a certain portion of their CSR funds towards Covid Fund. They are also placing health check-up camps in tier-2 cities in order to help migrants get tested first hand. Few brands have also come forward to manufacture ventilators, sanitizers, thermal testers, drones lending assistance to the government in combating this pandemic situation.' Companies are utilizing various media channels like print, television, social media etc to create awarenesss and educate the masses through creatively designing campaigns with Covid-19 theme. Mr. Patra suggests, 'Given the scale and urgency of the situation, brands should co-create their solutions as an effective response to Covid-19 outbreak. Together, through the right channel, one voice, we can safeguard our nation and help fight this global pandemic.' Read on...

Business Insider: How marketers are now focusing on CSR in current COVID-19 situation
Author: Gaurav Patra

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Mohammad Anas Wahaj | 14 may 2020

Covid-19 pandemic is affecting all aspects of human life, and even when the immediate severity of the crisis has subsided and nations start to ease lockdowns in hope of bringing their economies and people's lives back on track, the world will continue to see the after effects for a long time ahead. Experts share their views on pandemic's impact on future of design and how it will change the built environment in healthcare, hospitality, residential living etc - (1) Impact on Healthcare (Rahul Kadri, partner and principal Architect, IMK Architects): New generation of hospitals will be designed; Integrate tech-driven solutions; Better natural ventilation to minimize cross-infection; Segregation of general, semi-sterile and sterile zones; Net zero designing; Demarcation and separation of service and maintenance areas from the procedure areas; Rapid time to build and construct; Medical hub model. (2) Impact on Hospitality (Amit Khanna, design principal, Amit Khanna Design Associates): Screenings will become a part of entrance design in hotels; Use of automation to avoid human contact; Automated sliding or revolving glass door; Rethink on facilities like swimming pools, salons and health clubs; Top-end hospitality projects may prefer to redesign their communal facilities. (3) Impact on Urban Design (Mitu Mathur, director, GPM Architects and Planners): Towns need to be designed for all classes of society; Ensure housing-for-all; Promote affordable housing; Special design focus on migrant workers. (4) Using AI for Construction (Anand Sharma, founder partner, Design Forum International): Architecture, engineering and construction (AEC) industry will have more use of artificial intelligence (AI), cloud computing etc; Building Information Management (BIM) Development promotes workers of industry to be collaborative, connected and transparent; Future of construction will innovate like utilising the Internet of Things and leveraging 3D imaging to replicate the experience of a site. (5) Impact on Housing Design (L. C. Mittal, director, Motia Group): Adoption of advanced technology in elevators and entrances, like voice-enabled elevators and key card entry systems respectively, to eliminate human contact; Sanitisation of common areas would become a mandatory exercise for societies; Daily needs shopping store will become an integral part of housing societies. Read on...

India Today: A post-pandemic design revolution
Author: Ridhi Kale

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