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India locked-down: People Confined


Coronavirus belongs to the SARS family, usually derived from bats. COVID-19 was first traced in Wuhan city of China. Till date, there is no meticulous vaccine is claimed by any country. The observation of different countries and from past history it is learned that the only way to protect from the corona is to get home confined. The present study has explored two major aspects of Indian Lockdown viz. measuring the stress level of citizens, and the attitude of citizens towards government activates during the lockdown. An online survey was held to gather data during the lockdown 1.0 period from Indian citizens across the nation. The purpose is to understand the level of stress and understand the feelings of citizens towards government activities. The data analysis was carried out with the help of the SPSS-25.0 (IBM) version. The questionnaire was floated online, hence no face-to-face communication was established.

KEYWORDS: Coronavirus, lockdown, home confinement, stress, and government.

Note: Presented paper titled ‘India locked-down: People Confined” at “Online One Day International Conference on “Emerging Issues for World Economy after Covid-19” on 19th May 2020.

Audience Skepticism towards Reality shows and Covert ads within: An Empirical study


Indian television industry is growing rapidly, also audience preference has changed with time for entertainment consumption. Reality shows are of new genre and have gain mileage in recent times. With increased in entertainment shows with low-ads/No-ads has triggered the needs of marketer to find the alternate ways of promotion, this has led marketer to use covert advertisement as a tool of promotion. The primary objectives of this study was to measure the perception and preference of reality shows. The study has also considered acceptance level of covert advertising (product placement) in reality shows by the young viewers. The data was collected from Surat city (Gujarat, India) between the age group of 18-25 years. SPSS 18.0 (IBM) was used to test the data.  The study reveals that, youth has wide acceptance of reality shows although they know that they scripted at times also they have no objection with amount of covert advertising is inserted in reality shows.


KEYWORDS: Covert Advertising, Reality Shows, Youth, and Stealth Advertising

Note: Presented paper titled ‘Audience Skepticism towards Reality shows and Covert ads within: An Empirical study’ at International Conference – “Emerging issue in development for future generation” on 12th – 13th February 2020 organized by J. Z. Shah College of Arts and Commerce, Amroli, Surat.

Studying attitudinal aspect of Stealth Advertising in Reality Shows within Youth of Surat City.


According to INSEAD - the business school for the world, ‘Stealth Marketing is defined as the use of surreptitious marketing practices that fail to disclose or reveal the true relationship with the company sponsoring the marketing message. 

Stealth marketing is a part of viral marketing/subset of covert marketing; sometimes known as shill or masked, undercover, or masked marketing. But stealth is part advertisement or it defines its hidden paid form of advertising. The creativity of stealth lies in the fact is we able to discover that we have been persuaded to buy something. Stealth has also become important with prospect to marketer, because it gives the platform to show the functionality of the product.

Note: Presented paper titled ‘Studying attitudinal aspect of Stealth Advertising in Reality Shows within Youth of Surat City.’ at national conference – ‘Business practices for creating value in global Era on 11th November, 2017 held at Bhagwan Mahavir College of Management

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