During the pandemic people had 15% more spare time, leading to a boom in home-based entertainment. However, with more vaccine uptake and restrictions being lifted, people’s free time will be shortened, pushing brands to prepare for potential drops in media consumption time.

The majority of Indians working in government and the corporate sector are stressed about returning to work post-lockdown, with concerns about cleanliness and contagion particularly common. They’re looking to their employers to offer clear advice and create a safe space to reduce anxiety.

After spending more than a year at home with the kids, it's time for parents to return to the office. But for some, the prospect of missing out on key stages of their children's development is too much to bear. Worrying that bonds will be lost, family separation anxiety is kicking in.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?