The one thing that's available in abundance now is social media content. Around 75 per cent Indians spent more time on social media compared to other forms of engagement like television, in the first week of the lockdown, revealed data posted by Hammerkopf. And this includes posts from our favourite celebrities. With films and shows cancelled, they have been going live from every possible online platform to keep followers entertained. But behind a lot of these posts are entire teams of social media managers working round the clock to strategise content, track what's trending and ensure their clients continue to win and warm our hearts from their homes. We spoke to some of these showrunners to find out what goes on behind the scenes.

In this together

"The first couple of days of the lockdown were a whirlwind, but it smoothened out soon as the digital medium adapts quickly," says Anjali Goswami, vice president, client strategy and innovation, Everymedia Technologies Pvt. Ltd, which manages the social media presence of Madhuri Dixit Nene, Sanjay Dutt, Ajay Devgn and Kajol, among others. "Our approach to digital marketing in the last few weeks has become more meaningful. Apart from making sure our clients remain relatable, we realised that a lot of people look up to celebrities and influencers to tide over anxiety. We've been asking our clients to keep their digital space sensitive and positive. For example, Dutt encouraging people to stay fit while working out or Sidharth Malhotra cooking up prawns, strikes a chord with people," shares Goswami, adding that people feel better when they see stars go about their chores or take care of their family.