The pandemic has not only affected businesses across sectors and borders, it has also
affected the way we do business. During the first wave and second wave of the deadly pandemic,
advertising was one such industry that was affected. Many new brands, products were launched
during the pandemic by those who saw an opportunity. Some brands did not change the product or
introduce a new one, though they changed their narrative and advertisement campaigns. Many
advertisements saw use of different language, different visuals and a different positioning. This
study tries to find out the strategies used in advertising during the defined period. The content
analysis of print advertising throws light on what the companies have said & how have they said it.