Today’s branding is a function of media fragmentation: Prateek Kumar

Experiential marketing company NeoNiche Integrated Solutions specialises in brand activation and consumer outreach programmes and has executed more than 500 campaigns till date. Leading

corporate and brands have chosen their ideas and unique approach to get up close and personal with their customers. In conversation with allaboutoutdoor.com, Prateek N Kumar, Founder & Managing Director, NeoNiche Integrated, speaks about the growth of BTL activations in the country.

Below-the-Line (BTL) advertising has been gaining bigger share of clients’ advertising budgets over the last few years. How innovative has BTL become? And in the recent past can you name any BTL activation that can be termed as really innovative?

BTL has gained prominence over the years and will continue to do so as advertising communication is evolving from an ATL-BTL model to a Through the Line (TTL) model. We see this upsurge as today’s branding is a function of media fragmentation. More channels and more newspapers reaching out to diverse customer base makes it harder for marketers to reach a truly mass audience. The shift from ATL to BTL spending is in part the result of changing consumer attitudes; more sophisticated consumers demand relevant messaging that engages them in a dialogue, and which allows them to interact with the marketer through their preferred communication channels. At the same time, technology allows marketers to better target consumers, and to better track results and measure ROI of BTL campaigns. Quite a few activations of recent times have been very innovative, so naming a few will be unfair.

What are the challenges that BTL still faces?

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