In this pandemic era caused by covid-19, people have to change their purchasing habits. They have to go online instead of doing offline shopping. Tokopedia, as a local marketplace in Indonesia, provides a solution for it. Tokopedia guarantees that everything people need available in their marketplace, and they promote this vision using their television advertisement called #dirumahajadulu. With this advertisement campaign, Tokopedia tried to set a statement to the public about their needs during pandemic situations. The researcher analyzed Tokopedia tv commercial advertisement using Philip Kotler’s 6 steps branding conceptual model. The results of this research contains every narrative aspect and visual of 6 steps branding conceptual model by Philip Kotler in Tokopedia advertisement #DirumahAjaDulu and his correlativity to the advertising theory that makes Tokopedia has a clear and consonant brand positioning-differentiation-integrity standing.