Monday, May 29, 2006

Innovative BTL activities for FMCG companies

Terms like ATL and BTL are like helping verbs for Marketers.

ATL- Above the line
BTL- Below the line

ATL are conventional medium like TV, Print ads, Radio etc. These days we have seen a new trend of companies not spending a lot on ATL as it is very expensive. Rather they are investing on BTL - Below the line activities. These are like giving coupons, road shows, buzz marketing etc. BTL are very cheap and cost affective and we will see in future a skewness towards BTL as it is cost effective.

Let us see some innovative BTL activities for FMCG companies.

1. Road Shows/ Activities in Malls: As Pacific Mall is very near to my home in Kaushambi, i frequently visit there to have a cup of coffee either Americano or Cappuccino. But what do i observe there is these small FMCG players having there stalls in the nooks of the Mall. They were:

a) ACT II Popcorns by ConAgra Foods Snack Foods Group: They organized different games there to involve consumers in Pacific.
b) SHIEF Soap for Women: They also had several games like - hitting the dart on ordinary soap (by this they send a message that Use Shief and not Ordinary Soap), throwing soaps in a box 3 to 4 meters away.. These all games awarded all the ladies and girls with Wrapped Shief Soaps. At the end they asked all the females to repeat their punchline of "Banaye Komal, Rakhe Surakshit"

I must tell you one thing that, they got a fabulous response.

2. Screens outside the Malls: I have seen screen just outside the Metropolitan Mall in Gurgaon. They have a series of advertisements on the screen. One has to pay for a month and your ad will be for some seconds after every 5 to 10 mins. I saw an ad of Whirlpool with Kajol and Ajay Devgan there. But i think this can work for FMCG products as well.

3. Retail Displays: You must have seen SugarFree packs in front of convenience stores. So the consumer is forced to see this brand first and them EQUAL brand. This is my observation. This is at a very low level. But now if you visit Big Bazaar, you will see brands of ITC like Aashirwas Atta etc displayed at strategic locations which increase its brand value and finally sales in long term.

I wrote an article "Marketing Analytic Techniques for FMCG Marketers" We will soon see these techniques in India soon.

4. Trials in Malls: What do you see when you go out to buy vegetables in Malls? I was in PRG's Spencer Hyper Mall to buy regular Tomatos and Patatoes. There this beautiful lady asked me to try a cup of new flavour of Nestle Coffee. Its taste was worth buying, but as i was busy in buying Onions i couldnt buy one pack for me. So experience Marketing is just not in Service Industry but in FMCG as well.

Do you guys have more BTLs for FMCG companies!!


Blogger dhruv said...

You article on BTL Activities was very informative.I hv an agency called Vibgyor Brand Services & we have been involved with BTL Activities for many FMCG co's.Over the last 2 yr's Mall Activities hv gained a lot of importance for marketers as it provides an excellent platform for brand awareness & trials. A good example would be activity we had conducted for Sunsilk (HLL) where we created experience zones at 30 malls across the country. These were full fledged saloon's in the middle of the malls & we were giving free hairwashes by experts to ladies along with hair care tips. It was an instant hit & the same activities has been replicated for all new varients introduced.

March 26, 2007 2:08 PM  
Blogger dhruv said...

The future seems to be concepts like 'FRINITIS' from Lux bodywash - which is a culmination of ATL & BTL plus has a sales link. The involvement is further increased thru SMS & Online registrations.

March 26, 2007 2:12 PM  
Blogger noni said...

my question open to all......
how can an FMCG co plan BTL activities in kirana stores to increase sales.....

July 17, 2007 10:58 PM  
Blogger Nitin Kochhar said...

let me give you an example of Atta ... there are 2 main brands in this branded category - Aashirwad and Shakti Bhog ... If Aashirwad thinks that there are more consumers of SB in the vicinity they will have consumer activation outside the kirana outlet and will give 1 Kg sample free with 10 kgs of Atta ... they will show that Aashirwad is 100% wheat which shakti bhog is not ... they will give demonstration of different benefits ....

When ever a Shakti Bhog consumer visit the outlet they will ask the consumer to try Aashirwad Atta etc

July 18, 2007 7:43 PM  
Blogger Peggy said...

ATL has the maximum coverage, hence the higher costs involved. A new product launch would require a higher amount of ATL.
BTL can be very effective to increase market share in a particular region like the Atta example mentioned above.

October 03, 2007 12:55 PM  
Blogger Sreya said...

Really informative article & blogs.

I am with Kidstuff Promotional Marketing Services, the pioneer in this BTL industry.

More case studies are there in the website: or contact us to know more on this area!!

February 27, 2008 12:23 PM  
Blogger sudhansu sekhar said...

is there any difference between btl and sales promotional activities and what is the difference between Atl and media planning ?

June 27, 2008 3:49 PM  
Blogger Shweta said...

Well I think we cannot see theBTL and sales promotional activities in different perspective. Though we can say that Sales Promotional Activities are a part of BTL. BTL has moved on from just being volume driven to more consumer driven. It not only tries to generate sales but create a more long term impact and awareness.So we can also term it as "consumer contact program" which brings us closer to the consumer as a "brand" and in turn assures a long term sale.

November 19, 2008 3:44 PM  
Blogger kamal kant said...

BTL activities in kirana stores can be carried out by giving a free coupon, organising food tasting, product testing, distribution of POP material & Gifts, this will interest the shopkeeper as his incoming customers are lured and attracted to the shop through a given campaign and hence will in turn provide the much needed PUSH to the product.

August 10, 2009 1:13 PM  
Blogger neeraj said...

fmcg product is according to standard of person.

September 11, 2009 4:44 PM  
Blogger G said...


Can any body forward me list of BTL agencies based in South, specificallu in Kerala.


September 27, 2009 7:23 PM  
Blogger manali said...

how can you promote a sim card through btl activities.. what kind of games or events can be organised to attract attention of most consumers... n that of any age group from 16years

October 22, 2009 9:22 PM  
Blogger bhattpankaj said...

BTL Activity can be designed as per product, brand, TG, and most importantly the objective what you are looking....

A Sim Card Activity for Age group of 16+ can be targeted by understanding the interest of the Target Group, College Contact program & Contest like Cool SMS Contest etc can be created where the TG is attracted... to know more on this reach us....

February 06, 2010 1:36 PM  
Blogger Manojeet said...

Dear All,

I work for a reknowned Paint company.Involved in driving business of Professional Painting services. None of the btl activities mentioned above really helps in painting business.Even not mall activation. I am thinking on a series of btl's for my brand.Can some one suggest some specific activity for such a business and kind of lead conversions that we might forsee.Please get in touch at

February 15, 2010 11:51 AM  
Blogger shelly said...

How does a car manufacturer do effective BTL promotions to get market prominece

February 25, 2010 12:37 PM  
Blogger bhattpankaj said...

Hi Shelly,
Car Manufacturer have to focus its product USP and its TG, accordingly need to approach market, SUV Cars can be more focused by creating Rally, Go Carting Demo, emphasizing on sport & Style... Same car need to understand its segment TG and create the medium where TG can be interacted but finally goal will be Test Drive..


February 25, 2010 2:00 PM  
Blogger mayuri said...

Dear All,
Can you suggest me some btl activities to promote high value diamonds. You can send me your suggestions at


April 08, 2010 9:45 AM  
Blogger bhattpankaj said...

Hi Mayuri,
There can be some unconventional ideas to take High Value product to there target group where we really need to focus on the TG who can find interest and at the same they have the purchasing power....

Branding & Visibility Activity: Identify the High Income group Residential Areas, and branding in Lift, Parking entrance or any of the space where people can easily see the brand for few sec/min...

Exhibit: Same as we participate in exhibition design small format of 2-3 stall with good fabricated design and put in Residential Area for Evening time or sat/Sunday...

Mall Activation: Create a hunt (Princess of YOUR BRAND NAME) and put some setup in mall and invite all the TG females to sit in hot sit with wearing all the diamond jewellery and click Snap and give them instant...
Target daily 40-50 Snaps and on Sunday evening invite all of them as well moving crowd and announce one of them as finalist....

Beside this there can be many more things this is just the outline still any good BTL agency can elaborate more on this ideas as well can suggest you many good more ideas....

In any case if you need to know more please feel free to reach us...

Outlook Events & Activation
Pankaj Bhatt - Director (BD)
Mobile: +919825075985

April 08, 2010 11:31 AM  
Blogger kamal kant said...

Activation ideas required for BTL activity of Basmati Rice, pl suggest!

April 09, 2010 10:51 AM  
Blogger Amit said...

The blog is very informative, Could you please elaborate what BTL activities or Activations could be done for a Mens Wellness range like deos,shaving creams, lotions etc.

April 16, 2010 11:27 AM  
Blogger Angel Wardrobes said...


One more lady is on the blog.. whud like to creat the zoo zoo for the tea brand. where it will be great to have with zoo zoo.. ye sure i will keep other name call soo soo... when we drink we sound it.. how u guys feel this.. in mall with soo soo and tea and fun.. wna go with the fun.. lets creat some more ideas....

April 25, 2010 12:40 PM  
Blogger Angel Wardrobes said...

hey amit.. wna go with BTL in hyderabad.. let start with your brand in GVK mall. where is the TG wht u r looking for...

pls call us 9989859997

BTL rock

April 25, 2010 12:43 PM  
Blogger chintesh sharma said...

hey druv.. You mentioned about FRINITIS for lux body Wash..

Can you pls further elaborate on this..

I have been associated with HUL. And regarding the experience zones you mentioned.. it really worked for me .. I tried it for DOve shampoo..

get in touch at

July 16, 2010 5:41 PM  
Blogger Sydney said...


Does anyone have ideas for BTL activities for contraceptive usage?

This is to create awareness among the rural population in places like UP, Rajasthan And esp Andra Pradesh and Tamil Nadu.

July 23, 2010 3:48 PM  
Blogger Shikha said...

can you plz some btl ideas to increase the footfalls in reebok stores?

August 06, 2010 2:46 PM  
Blogger Neha said...

Please suggest me some BTL activites for ready to eat product.

September 11, 2010 3:10 PM  
Blogger Mamta said...

This comment has been removed by the author.

November 25, 2010 3:19 PM  
Blogger Mamta said...

Hey..could anyone suggest me some BTL activities for a skin care brand? Other than conducting facials in malls or giving skin tips. There shouldn't be any use of mass media at all.

November 25, 2010 3:19 PM  
Blogger monika said...

please send me some BTL activties for milk...

December 14, 2010 11:08 PM  
Blogger Naveee Alokozay said...

i think the ideas are very much practical. i belong to tea industry and i also want to launch my product with a great impact and for that i am thinking and getting ideas from people. so could anyone support me. Suggest me some BTL activities as let me tell you that my product is on TV as well

December 15, 2010 11:33 PM  
Blogger Dr-ManibabaDreamsky said...

Please send me some BTL activities for Herbal Medicines.

January 10, 2011 10:39 PM  
Blogger aashi said...

This comment has been removed by the author.

January 20, 2011 3:06 PM  
Blogger aashi said...


(1) U can check out for some spa's or health clubs in your area of TG and allign with them to promote your medicines, on sunday u can take a seminar guiding the people about the benefits of herbal medicines.

(2)U can also plan a mall promotion wherein u can give free consultancy to the customers about the general health problem and then suggest the benefits of herbal medicines . you can also give away free samples.

January 20, 2011 3:07 PM  
Blogger Khalid said...

I m Parvez working in fabrication house call Elements, we do lot of BTL fabrication for companies like wizcraft,encompass,candid,platinum,jagran,mudramax,cs direct, working with them we understood the ideas behind mall activities,we can also come up with ideas.we truly agree with the above cards.

January 22, 2011 6:25 PM  
Blogger Aashi said...

Khalid .. we are also looking for an agency of that sort .. kindly provide me with your e-mail id..

January 23, 2011 12:46 AM  
Blogger Khalid said...

Hi Aashi my email id is,
i aappreciate ur reply.

January 29, 2011 9:14 PM  
Blogger Chetna said...

Hi, my mail id is Can anyone kindly suggest me some exampels of Btl activities for Branded sugar.

February 21, 2011 12:35 PM  
Blogger BM ivents said...

Hey Aashi,

We are a BTL agency into retail and promotions. We also have a production house and working on turn key projects of some of big brands in Paint and Tyre Companies.

You may contact us on

February 21, 2011 7:30 PM  
Blogger Abhishek Dalal said...

I want to have sum creative ideas of BTL promotions for a premium skincare product meant for MIG&HIG customer niche in a developing market(Town).

Abhi D

February 24, 2011 9:59 PM  
Blogger arshi said...

Can anyone suggest me a best BTL activity to promote my mobile phones, other than in shop activities..really need an urgent help...

April 30, 2011 4:37 PM  
Blogger arshi said...

hii pankaj,

the ideas u mentioned above are very helpful.can u plz suggest me about BTL Activity to promote mobile phones other than in shop activity.

April 30, 2011 6:07 PM  
Blogger Dheeraj said...

Hey we manufacture products like Kellogg's- Choco flakes, Corn flakes, Corn flakes Strawberry, Honey and Banana, Muesli,etc and want to promote... Pl give any innovative idea for BTL

May 04, 2011 6:39 PM  
Blogger karan said...

Hey I have a project to be initiated, for a Iron and Steel Manufacturer. The market scenario is that there are 2 established players in the market, this new company wanting to enter the market is offering low price than the established players and the quality is also the same. Plz suggest some branding strategies, for market awareness for the new brand

May 12, 2011 5:44 PM  
Blogger Neetu said...

Hii All

very informative and interesting blog and i am impress with the kind of ideas you have thrown>Can you please help me with some innovative BTL activities for the launch of a training company which caters to youth? we provide corporate training to fresh graduates on how to be industry/corporate ready.....Pls suggest some good ideas which can ensure a good number of footfall in our center.


May 17, 2011 2:20 PM  
Blogger Neetu said...

my focus is to get maximum footfall week after can email me on

thanks in advance

May 17, 2011 2:22 PM  
Blogger sahil sagar said...

We are a company having execution of BTL activites as one of its verticals operating in Delhi......For any enquires you can mail on or

May 17, 2011 2:35 PM  
Blogger Sumit said...

Can you suggest me some BTL activities for Electronic appliances stores like vijay sales, Croma, E-zone etc.
Some unique BTL activities.
mail me at

May 23, 2011 2:30 PM  
Blogger neha said...

Can you suggest me some BTL activities for FMCG product like processed chicken.. Please suggest some as i am studying on BTL activity and dont have much knowledge about them...

June 03, 2011 12:46 AM  
Blogger manoj said...


June 18, 2011 6:18 PM  
Blogger HimZ said...

this seems very informative blog...
could you sudggest some BTL for Insurance Company for recruiting commission agents and acquireing customers.
you may contact @

August 21, 2011 11:25 AM  
Blogger V!D!-!! said...

hey...i have been working on launch of a coconut oil in southern markets. we need to do some btl activities and promotions for the brand...any suggestions...our key thought is "preserving the tradition" is based on mother-daughter bond where every mother wishes to pass on good things (traditions / traits) to her daughter...

September 05, 2011 2:35 PM  
Blogger Harman said...

Can anyone suggest me a good BLT activity for real estate company.

September 07, 2011 3:21 PM  
Blogger Kanupriya said...


can someone suggest me btl activity to promote a chewing gum.....
i need it on urgent basis...

September 14, 2011 3:23 PM  
Blogger Shubham said...

Hi Shubham here,

Working in Future Group guys need your help, i have to collect a consumer database plz suggest some ideas for generating database for my retail store..

September 15, 2011 8:14 PM  
Blogger Shubham said...

Post here or mail me at

September 15, 2011 8:15 PM  
Blogger Ranjan R. said...

Can anyone tell me how we will promote the Beer through BTL in Indian Market. Without any print Materials.

October 11, 2011 6:14 PM  
Blogger Evince India said...


We Can Promote beer Only At Restr o,bar and Pub only....

For Further Details
Kindly Call Us

November 07, 2011 4:42 PM  
Blogger varun rai said...

very informative article.
May i know how we can promote hand rubs both in bottles and wipes for a new company through Btl and what can be the cost involved.

November 22, 2011 12:26 PM  
Blogger varun rai said...

my email id is

November 22, 2011 12:31 PM  
Blogger Sumitro said...

Hi all,

I am looking for some innovative BTL ideas for Product like Plywood, Laminate & Veneer. Usually, we are doing Merchandising at retails, I wish to change the trend.

Your valuable comment can change the trend.

December 16, 2011 2:06 PM  
Blogger piyush asthana said...

can anybodety tell btl activities for retail chains(electronics) like "NEXT"

January 04, 2012 3:49 PM  
Blogger judyd said...

Hey guy's this is an absolutely amazing platform for sharing ideas. i have joined a btl agency recently and will certainly help with creative ideas if need be..

January 13, 2012 11:55 AM  
Blogger Sudhir's said...

For the Guy who wants to promote BEERS - Approach Event Management Companies, talk to them about their upcoming events and the segment you want to cater to. Try set-up branded counters at Mega Events and offer free drinks to the attendees. Record their feedback on videos about your brand (written feedbacks wont help). Showcase these video feedbacks to your actual clients (pubs/ bar owners and hotels/ restaurant owners) and you may end up signing purchase orders from them :)

January 27, 2012 2:40 PM  
Blogger Sudhir's said...

For the guy who wants to promote mobile phones - we can help you connect with your target segment by offering unique promotions at Corporate Hubs. Let us know if you are open to the idea :)

January 27, 2012 2:47 PM  
Blogger manisha said...

hello mr Pankaj,

Your article on BTL activities was very informative.
I would like to know more BTL activities for edible oil in Rajasthan .
Please provide me more information on

February 12, 2012 4:27 PM  
Blogger bhattpankaj said...

February 18, 2012 6:28 PM  
Blogger Kajari said...

I'm from branded dry-cleaning industry.Can you suggest me some innovative BTL activity for dry-cleaning service apart from various RWA activity.


April 18, 2012 3:27 PM  
Anonymous Anonymous said...

BEST BTL solutions,

call at 24999888

April 25, 2012 12:50 PM  
Blogger R A H U L said...

Thanks for this informative blog!!

July 01, 2012 4:51 PM  
Blogger Prajakta Sandanshiv said...

We handle BTL Activities and campaigns. For any innovative ideas you can contact us :


August 06, 2012 12:50 PM  
Blogger Riya Communication said...

This is a very informative and interactive forum. We are an agency who handled the ATL / BTL activities for all kinds of products / industry. We have a pan India reach and have carried out extensive branding activity for a mobile product catering to their rural consumers. We have also done extensive urban brand activity for a product whose brand ambassador is Katrina Kaif.

Ranjan R - although this response is coming very late in the day, just wanted to keep you abreast that we also produce events related to fashion at international level and our upcoming event is focused at Asia level and this could be the best opportunity for you to sponsor your beer brand as we normally go with UB group.

For any queries or future plans for promoting your brand / product, please feel free to write in on

August 15, 2012 4:00 PM  
Blogger kuldeep.sam said...

Hello everyone,

I am writing a research paper on ATL and BTL activities.

And I need your kind support for accomplishment of the project.

The title is "Assessing Industry Preference for BTL Activities over ATL Activities"

Objectives –
 Current Industry trend towards ATL/BTL activities
 An Outlook on changing ATL/BTL activities composition
 Creating and Managing right ATL/BTL activities composition

You can share Ideas, your experience of campaigns and/or any input on subject matter.

Anybody who can provide input of any type is most welcome.

Surely, your participation will be Enlightening.

I'll be glad to share my research with you.

Thanks & Regards;
Kuldeep Singh

October 05, 2012 11:55 AM  
Blogger rahul said...

This comment has been removed by the author.

October 09, 2012 12:03 PM  
Blogger rahul said...


if any1 wants to do any kind of BTL activity for pan india so please contact us on 022-22024280
or mail me on

October 09, 2012 12:10 PM  
Blogger Prakash Om said...

Guys pls send in your suggestions on how to Promote an Intl' brand of a great tasting "Cola drink" into Indian market with best in class taste & lower Price. Looking for innovative BTL activities.

April 20, 2013 3:54 PM  
Blogger Aloke Bansal said...

please suggest me some innovative BTL activities idea for a leading television co...

August 27, 2013 3:44 PM  
Blogger Blogger said...

Btl Company India
Hello Everyone,

Its a very good article on Btl and informative to.
Companies in India are changing the way of advertising and promotion methods brand managers are giving preference to Btl Advertising over mass media promotion methods, its my suggestion on btl advertising.

October 10, 2013 12:03 PM  
Blogger 3S-MARCOM said...

Hi to all,

i guess, i have landed to the very right blog.. i m a freelancer.. branding consultant..having in total 15+ years of experience.

my mail id is

i have been associated with different ATL & BTL agencies PAN India basis.

So any suggestion or idea required..feel free to ask.

i could be contacted on 09910844333.

thanks to all...

Keep innovating 'n rocking... :)

October 31, 2013 11:44 AM  
Anonymous Anonymous said...

Interested in knowing some innovative ideas to promote a real estate portal or real estate projects...

Few engaging yet lead generation campaign ideas would be fruitful

May 06, 2014 5:02 PM  
Blogger Mohammed Nawaz said...

Nyc example...
Product visibility plays a imp role in BTL activity....

June 23, 2014 7:58 PM  
Blogger Unknown said...

Hello to every one..

i am into dairy industry. Can anybody suggest me, how can we promote our product in young youth through socially? except FB, Utube, Twitter etc.

FYI we are manufactured of Milk in lots of variety, Curd, Chach, Lassi, butter..

February 25, 2015 12:22 PM  
Blogger Unknown said...

Replying to Dairy query:
You should try society activations with your dairy products. Idea is to reach out directly to end consumers and take feedback at door steps. You might give them trial samples too.
For youth, packaging will take a primary role for your product demand generation without compromising the product. You can display your products at sports clubs, sports grounds, cricket or football matches, exam centres etc.
Good luck

February 25, 2015 1:48 PM  
Blogger Unknown said...

For dairy products focus on experiential Marketing rather than on Social sites

April 23, 2015 12:52 PM  
Blogger Life, beautifully crafted! said...

Hello people,

I am designing a BTL campaign for staples category in FMCG. The region is Karnataka. Apart from flyers, free sampling, distributing POS materials, I am looking for some really creative ideas to implement. Any ideas/suggestions?

Thanks in Advance. Good day!:)

August 07, 2015 11:41 AM  
Blogger Jatin Kwatra said...

Hello guys,
I am looking for creative idea for BTL of a rice brand.

February 16, 2016 5:43 PM  
Blogger Poonam Jain said...

sampling ( making people taste ) in Retail stores would be a great idea . It will also help in on spot sales .You can also do corporate activation where sampling can be done during lunch break . You can also offer your branded rice recipe booklets at the retail stores .Since Mother day is also approaching in May , you may offer cookery classes in Food Court in malls ..We are sixteen years old Events & BTL organization .. For any further details you can get in touch at 9888655555

April 22, 2016 7:01 PM  
Blogger Poonam Jain said...

sampling ( making people taste ) in Retail stores would be a great idea . It will also help in on spot sales .You can also do corporate activation where sampling can be done during lunch break . You can also offer your branded rice recipe booklets at the retail stores .Since Mother day is also approaching in May , you may offer cookery classes in Food Court in malls ..We are sixteen years old Events & BTL organization .. For any further details you can get in touch at 9888655555

April 22, 2016 7:04 PM  
Blogger richa sharma said...

Hii Everyone,

Very nice information on BTL Activities. We, Deenoovee Events also do BTL & ATL activations for our clients and can understand the difference between the two.
We are in continuous process of giving new & innovative concepts in BTL Activities.
for further details about us, pls get in touch at 011-26691656, 011-26691511, 08802402030 or

June 09, 2016 2:40 PM  
Blogger Unknown said...

Hi all! Can someone suggest ideas fr self drive car services in India. Need some cool and fun ideas.

January 19, 2017 5:28 PM  
Blogger Rutu said...

Very good platform to share and get any information.
Thank you!!!
Bulk SMS Service

February 27, 2017 6:20 PM  
Blogger Desi Fox Chennal said...

I want to promote Namkeen Snacks Product for my organization threw promoters

Tell me some Ideas

March 05, 2018 3:25 PM  
Blogger Sunil Goyal said...

Very informative post... pls do keep up the work!

Bulk SMS

March 21, 2018 5:18 PM  
Blogger Alina Patel said...

Any ideas around activation at wholesale counters for biscuits?

May 11, 2018 1:19 AM  

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