Kingfisher, as a brand, is not only synonymous with beer but also ‘Good Times.’ It is an integral part of the happy moments in people’s lives –be it a get together, a farewell party, team outings, sports nights or a relaxed evening. The pandemic brought all of it to a standstill. However, the brand was committed to not let these unprecedented times crush the spirit of the Indian diaspora. It aimed to reassure consumers that the good times shall return, but only if each and every individual plays their part. Kingfisher aimed to tackle the issue head on by spreading awareness about the most critical safety measure at that point in time –Shelter at Place. With a rapid rise in cases, the need of the hour was for consumers to avoid public places and to keep the good times tucked indoors.