Our full-fledged BTL (Below-The-Line) division, as usual, tries to be productive and highly penetrative, without being flashy.

When everyone was going after high profile events, we were going from one housing society to another spreading our client’s message (ICICI Bank) and sending people to hundreds of offices to map the number of the Aquafina mineral water bottle kept in the offices so that they could get first hand feedback right at the source.

We believe the key to BTL is to go micro, pinpoint and then go for the brand objective, whether it is sale or visibility.