Crisis Marketing: Hand Washing Brands Communication during Covid-19 Pandemic


  • Dr Faheem Akher Assistant Professor, NED UET
  • Ms. Fatima Kiran Lecturer, DHA Suffa University
  • Ms. Aisha Shams Lecturer, DHA Suffa University


Crisis Marketing, Covid-19 Pandemic, Hand Washing, Advertisement, Brand Communication


Natural catastrophes and crises have recently gained international significance, partly as a result of business globalization and increased international communication. In the pandemic situation, the importance of hygiene increased, and washing hands at regular intervals or frequently washing after touching some external surface was important to fight against the deadly virus called COVID-19. This paper tries to understand the message of the hand washing advertisements of Dettol, Lifebuoy, and Safeguard. It also tries to understand the emotional appeal in advertisements impacting the customers and whether its message content helps in increasing the awareness of the safety and hygiene appeals made by the hand washing brands in their advertising content. This study conducted a content analysis of Dettol, Lifebuoy, and Safeguard advertisements for one year from 1st February 2020 to 28th February 2021.


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How to Cite

Akhter, F., Kiran, F. ., & Shams, A. . (2022). Crisis Marketing: Hand Washing Brands Communication during Covid-19 Pandemic. Pakistan Journal of Applied Social Sciences, 13(2), 37–51. Retrieved from