A plane crash hit Milestone School. So many innocent lives, gone in seconds. The whole city froze. Hospitals in chaos.
Right then, Pathao posted: “Need an emergency ride? Select hospital location. Get up to 50% off.”
Some called it “opportunistic marketing.” But this is what we call Sympathy Marketing — Real-time, real care.
Pathao didn’t promote. They showed up.
In tragedy, KPIs and calendars mean nothing. Only empathy speaks.
Strong brands are built in hard times. Harvard Business Review (2023) said: 74% people trust brands more when they help during a crisis.
9/11 — Starbucks gave free water & phone calls. No ads. Just care. Loyalty rose 12%.
2018 quake in Indonesia — Grab gave free rides & helped frontline workers. Next year, market share jumped 19%.
These are not “sad posts.” These are brand actions.
Even small brands can act. Hotlines. Priority delivery. Real help.
It’s not about being viral. It’s about being valuable.
Your brand isn’t your logo. It’s how people feel during tough times.
That’s why Pathao’s move? Not just a post — a masterclass in brand empathy.
— From the wall of Saimstory (Saimon Alam Shovo)
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