What is happening on the ground no longer stays just on the ground. When it comes to below-the-line (BTL) advertising or on-ground activation, what was earlier a road side, or market, activation has now transformed itself into a multi-layered digital integrated or amplified BTL activation with support from social media (Facebook, Twitter, Pinterest and others).
"The phenomena can be explained as 9-90-900, " says Vipul Salvi, national creative director, Geometry Global (an activation agency born from the merger of G2, Ogilvy Action and JWTAction, owned by WPP). "You do an on-ground activation with nine people, which is seen by 90 people around it, but when it goes online 900 people watch it, " adds Salvi. How exactly does this work?
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