Covid-19 is a learning experience. It shattered our comfort zones, and enabled us to reorganise and reorient ourselves. The story of brands is no different. The challenges, consumer behaviour and changed priorities allowed them to introspect about their priorities. The pandemic showed them a future, and made them realise that it was time to rethink. It is about what people see, and what society and people need, rather than looking from a brand’s prism. Brands will need to shift to the new emerging trends and focus on these aspects. The pandemic had a strong impact on brands—mostly negative. Only a few categories such as healthcare did well. Consumers became comfortable with digital marketplaces and digital media. Many brands embraced it. However, they have to become digital in a deeper sense and a more real way. Many changes took place due to lockdowns—the way consumers buy and live their lives, the fact that they work from home and have minimal social interaction.