Consumer Electronics –

DURABLE GOODS VCD , DVD, Mobile

phones

Brown Goods White Goods

Kitchen appliances- Microwave , Chimney, grinders Washing Machines, Audio equipments,

Top 10 Companies for Durable goods

1. LG
2. Samsung
3. Sony
4. Nokia
5. Philips
6. Samsung
7. Sony
8. Whirlpool
9. Blue Star
10. Carrier
11. Godrej India
12. Hitachi India Limited
13. Sharp India Limited
14. Tata
15. Toshiba India Private Limited
16. Videocon
17. Voltas

BTL Activation

BTL activities or marketing is Below the Line marketing activities, an immediate force to buy, interact or
communicate through cash or kind, and has a short duration. BTL promotions or BTL marketing activities are a
proficient and cost-effective means for focusing on a target audience and particular gathering. It utilizes less routine
strategies than the standard ATL (Above the Line) channels of publicizing, normally concentrating on direct method
for correspondence, most ordinarily direct mail and e-mails. Some of the finest and effective BTL activities ideas
and creative BTL activities examples list include Road Shows, Mall Promotions, Product launch, Brand Activation,
RWA Activities, Sales promotion, Dealer meets, Communication meets, to name a few.

BTL activities or BTL activations are a typical method utilized for "touch and feel" items, where the buyer can have
a direct engagement with the brand. Innovative BTL activities or methods guarantees review of the brand while in
the meantime highlighting the components of the item.
 What is the Difference in ATL and BTL activities?

To quote Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came
into existence way back in 1954 with the company Proctor and Gamble paying their advertising agencies a different
rate and separately from the agencies who took on the other promotional activities.
What are ATL and BTL activities? They seem simple enough. Above The Line (ATL) advertising is where mass
media is used to promote brands and reach out to the target consumers. These include conventional media as we
know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider
spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as
consumer audience.

Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers,
promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve
product demos and samplings at busy places like malls and market places or residential complexes. For certain
markets, like rural markets where the reach of mass media like print or television is limited, “When budget is issue
and the brand wants to have a consumer connect BTL has better ROI.”
Other BTL activities could include road shows, or moving hoardings with the ad of the product, and vehicles with
promotional staff interacting with people demonstrating the product and distributing literature on the product. BTL
advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising
that may or may not be used by ATL advertising to promote products and services. BTL is a preferred tool when test
marketing a product, sampling and also in case of a targeted campaign in related to another bigger phenomenon.
Also when TG is very niche, BTL makes more sense.”

RWA Activities, Dealer meet

Types of BTL Activation

Road Shows
Mall promotions Brand Activations, sales
Product Launch promotions
 VARIOUS CASE STUDIES OF CONSUMER DURABLES (BTL ACTIVATIONS)

1. Samsung

Samsung– - Cluster Mall Activation for the Festive

Season
NEEDS:

1. Samsung wanted an activation experience for their target audience

2. They looked forward to gain maximum product exposure
3. Visible brand name and well-lit stand was a must

ENGAGEMENT:

1. Insta created Custom Fabricated Solution for Samsung, enabling them with a hassle-free brand
activation
2. With backlit brand name and well-lit stand, Samsung was able to effectively communicate their
brand’s key message
3. Insta skillfully made the stall that helped Samsung gain maximum product exposure and visitor’s
attention

2. BJAJ ALMOND HAIR DROPS:

Bajaj Almond Drops Hair Oil has entered the Guinness World Records list by
accomplishing the feat of creating the record for the 'World's Longest Head Massage
Chain'. Bajaj Almond drops undertook the initiative to promote the importance of
regular hair oiling and communicate the message of 'Well-oiled hair is well-nourished
hair' to women across India.
To achieve this, Bajaj Almond drops took to the press, radio and digital platforms and engaged
with millions of Indian women. The brand garnered a positive response and over 500 women
participated in the record attempt on October 26, 2017, at Growel's Mall, Kandivali, Mumbai
and created the record for the 'World's Longest Head Massage Chain'.

3. MY FM:

My FM, a local FM network, announced the completion of a decade in Ahmedabad with a

four-day-long celebration - 'Jalsavaad'. To promote the event, My FM carried out airport
activation at Ahmedabad airport from April 6 - 9, 2017, for people flying in from cities
such as Mumbai, Delhi, Bangalore and Pune.
The radio channel took its listeners by surprise by showering them with gift hampers,
chocolate boxes and bottles of flavoured water, etc. The hampers were rolled out on the
conveyor belts as passengers waited to collect their luggage. They were packed with
quirky one liners saying "Take me, I'm yours", and customised messages.

4. DETTOL:

Fevicol, the popular adhesive brand from Pidilite Industries, on the occasion of Ganesh
Chaturthi, has launched an interesting on-ground activation at Mumbai's Lalbaugcha
Raja pandal. The brand has set up 'The Fevicol Room' right next to the mannat line.
Devotees walking into the room are treated to an illusion of them 'walking on walls' and
'hanging by the ceiling'. Caught by surprise, people have been sharing their pictures
on Facebook, Twitter and WhatsApp.

5. Lenscart:
o create awareness about regular eye check-ups and to ensure road safety, especially for
cab drivers who ferry passengers from one end of the city to another, eyewear brand
Lenskart has joined hands with the online cab hailing service Ola to provide free eye
check-up camps to Ola driver-partners across Delhi/NCR.

Ola's offices in Noida and Gurgaon, and will be supported by optometrists from Lenskart. As
part of the initiative, in addition to free eye-check-ups, Lenskart has also issued vision check
cards to the drivers and is also offering spectacles at low costs, with a minimum price of Rs 299,
to those who want to avail of the opportunity. Additionally, it is also offering special discounts
on the complete eyewear range for those drivers who are interested in purchasing it.

6. Parle:

This campaign is part of Parle's 'Litter Free' CSR project and is in continuation with the
company's TV campaign rolled out earlier this year.
 he key

The key elements of the campaign include OOH TV screens in buildings playing the
three variations of the 'Parle Litter Free' TVCs (Corporate Boss, Class Monitor and Lady
in the Shopping Mall looking for Mr. Clean), Backlit scrollers, a series of snap posters
and digital pods. The TVC and poster campaign was created by Thoughtshop
Advertising & Film Productions, Mumbai. The agency has been on Parle's roster from
2009.