If you still have problem, please let us know, by sending an email to support@smartads.in Thank you !
_.webp "Canter Activity Advertising in Mumbai")
Below-the-line (BTL) advertising – often called non-traditional advertising – refers to highly targeted promotional activities outside mainstream media. Unlike Above-The-Line (ATL) tactics (TV, print, radio) that cast a wide net, BTL strategies “seek to reach consumers directly, instead of casting a wide net”. In practice, BTL ads might include in-store demos, mall activations, transit branding, or rural roadshows. As SmartAds notes, BTL “is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats”. In India’s dynamic market, BTL channels have become essential for brands and agencies looking to engage niche audiences with creative, high-impact campaigns. This guide dives deep into India-specific BTL trends, key channels (from movie theatre advertising to point-of-sale displays), and data-driven insights – with illustrative case studies across FMCG, retail, tech, real estate, automotive, and healthcare.
BTL advertising in India is growing in relevance as marketers seek measurable ROI and direct engagement. Over 5,000 marketing executives surveyed find BTL tactics often yield superior returns on investment compared to broad-based media. For example, BTL activities like in-store sampling or roadshows directly involve customers in the purchase funnel, making the experience “organic, authentic, and relevant”. Indeed, consumers often perceive non-traditional ads as more genuine, since these ads “stand apart from the majority of advertising”.
Despite the buzz around digital, traditional channels (which include BTL and other offline media) still dominate Indian advertising budgets. In 2024, digital ad spends in India grew by 14% and OOH (out-of-home) by 12%, but digital accounted for only 42% of total ad spend, lagging “traditional channels” at 58%. This contrasts with global markets (where traditional is ~25%). In short, Indian brands still devote a majority of budgets to offline/ATL/BTL media combined. BTL, as a subset of this spend, remains essential – especially as brands seek creative edges.
Mobile advertising and digital connectivity have surged in India. Yet even as digital channels proliferate, marketers continue investing in below-the-line media to reach specific audiences in impactful ways.
Recent industry data underscores India’s offline opportunity. A Pitch Madison report noted that while digital grew to 42% of spend, “traditional channels” (TV, radio, print, OOH, etc.) held 58%. Out-of-home’s 12% growth, for instance, signals strong interest in BTL mediums like transit and experiential ads. Likewise, Kantar reports show India’s rural market is booming. Rural consumption volume jumped 5.2% in Q1 2024 (vs 2.8% urban), and rural India – already 35–37% of FMCG sales – is set to outpace urban markets this year. With two-thirds of Indians living outside cities, BTL campaigns tailored to rural locales (field marketing, village fairs, local retail demos) have immense potential.
BTL encompasses a diverse set of channels. The most common BTL advertising types in India include:
Each channel offers unique advantages. For example, mall advertising lets brands target affluent shoppers in major cities. As SmartAds notes, a premium mall provides “an amazing horizon to exhibit your brand to audiences which are different as well as rich”. Similarly, transit branding – wrapping buses or trains – delivers high-frequency reach. SmartAds points out that an auto-rickshaw’s day-long journey covers schools, markets and highways, “signifying the reach and effectiveness of auto rickshaw advertising”. Direct marketing (pamphlets, hoardings) may have modest reach, but SmartAds emphasizes its cost-advantages (1/10th newspaper cost) and local impact.
Theatres offer captive, premium audiences for BTL ads. According to research, nearly 57% of Indians go to cinemas at least once every six months. These movie-goers tend to be young, urban, and affluent – ideal for many brands. In fact, despite cinema ads currently being under 1% of India’s media spend, studies show that audiences recall cinema ads exceptionally well. A GroupM-led study “At a Theater Near You” found that cinema audiences are “young, premium and affluent,” and that attendees often remember brands from theatre ads better than from TV.
A modern digital projector in a darkened theatre hints at the immersive advertising environment in India’s cinemas. Brands increasingly leverage cinema halls as a BTL channel to reach engaged, high-value audiences (Image: Example of a cinema projector room).
Key points on cinema BTL:
Shopping malls and retail outlets are prime BTL venues in India’s urban centers. In high-footfall malls, brands can engage shoppers directly. According to SmartAds, mall campaigns in top malls (like Select Citywalk, Delhi) offer advertisers “excellent marketing opportunity” with captive, affluent shoppers.
Example – Case Study: Malav Seeds (Agriculture FMCG) – In a rural BTL campaign (similar in spirit to mall activation for rural retail outlets), Malav Seeds conducted on-ground promotions in Central India. They reached 9,000+ farmers across 480+ villages through free-sample giveaways and poster placements, generating 770 lead callbacks and around 5,000 kg of seed sales. This rural outreach demonstrates how in-person activations at point-of-purchase can dramatically boost sales and brand visibility.
Transit and outdoor media have become increasingly creative in India. Transit branding includes vehicle wraps (buses, metro cars, auto-rickshaws) and station ads. For example, full bus wraps or metro train digital ads turn moving vehicles into giant billboards. SmartAds notes that mounting illuminated ads on trucks (mobile vans) or even dabbawalas (in Mumbai) is a cost-effective BTL tactic.
Transit ads have measurable frequency (commuters see them daily) and captive reach. They also tie in well with experiential activations: e.g., a “travel bus” can be decked out as a product showroom. Overall, transit BTL keeps brands moving through India’s busy streets.
With over 65% of India’s population living in rural areas, rural marketing is a vital BTL channel. Village fairs (haats), panchayat events, and local melas draw thousands. Brands deploy rural BTL via mobile vans, wall paintings, rallies, and educational events. In fact, rural consumption is rising rapidly: Q1 2024 rural consumption grew 5.2% (urban was 2.8%), and rural India (35–37% of FMCG volume) is poised to overtake urban consumption.
Such grassroots campaigns generate word-of-mouth and build loyalty. In healthcare, for example, local diagnostic centers or clinics are ideal for BTL: SmartAds points out that a community’s local diagnostic center is “the key focal point of your community with thousands of potential customers passing through its doors every week”. Advertising in these clinics (posters, video screens in waiting areas) is “a highly effective and unique way to reach potential customers”, including both patients and their visitors.
In retail stores and pharmacies, point-of-sale (POS) marketing is a powerful BTL tool. This includes shelf-talkers, counter displays, and end-cap stands that highlight a product at checkout. Brands also place floor stickers, digital kiosks, or table-top ads in stores. Retailers collaborate with brands for co-branded promotions (e.g., buy-one-get-one offers on special stands). Because decisions often happen at the shelf, on-site promotions directly influence purchase behavior.
Furthermore, in-store events such as product sampling, influencer visits, or loyalty program sign-ups are common BTL strategies. For instance, a mobile phone brand might hold an in-store gaming demo, or a fitness supplement brand might offer free health assessments in gyms. These tactics drive immediate sales and collect leads for follow-ups.
Industry Case Studies & Sector Insights
BTL advertising spans all industries. Here are snapshots of how different sectors leverage BTL in India:
Across sectors, a common theme is measurement. Digital BTL (e.g. QR-coded posters, WhatsApp campaigns) enables tracking of leads. Field campaigns often use missed-call numbers or SMS opt-ins to quantify engagement (e.g. Malav’s 770 missed calls). This data-driven focus helps marketers justify BTL spends.
The effectiveness of BTL is backed by data on engagement and cost:
Key advantages of BTL (Summary):
Given the complexity and variety of BTL options, many brands partner with specialized BTL agencies or media planning platforms. An experienced BTL agency (or platform like SmartAds.in) brings a database of local media vehicles (from cineplex posters to village event sponsorships) and handles logistics. Such agencies design integrated campaigns aligning on-ground activations with online promotion.
As SmartAds promotes, it offers a network of “5500+ media options” across India (auto-rickshaws, malls, hoardings, digital screens, etc.). A local agency will advise: “For your youth product, sponsor a college festival; for your F&MCG brand, use truck billboards on highways; for your health service, advertise in clinics”. They also negotiate costs and secure permits. Without naming competitors, it’s worth noting that SmartAds positions itself as a one-stop BTL marketplace, backing key points above: its articles emphasize targeted local reach, cost benefits, and specialized channels.
Ultimately, a good BTL partner ensures campaigns are data-driven. For example, after a mall activation, they will track footfall numbers and lead conversions, adjusting strategies accordingly. They also help weave BTL with ATL/TTL (Through-The-Line) – ensuring the message on a bus wrap ties in with a TV commercial or social media hashtag.
Each type has its place. The smartest campaigns mix several: for instance, a new car launch might use ATL media (TV/online), plus BTL roadshows in key cities, dealer test-drive camps, and transit ads near highways.
Below-the-line advertising is no longer an afterthought in India – it’s an essential complement to digital and ATL strategies. BTL lets brands engage consumers in real contexts: at the movies, in malls, on the road, or in their own neighborhoods. Data shows it works: targeted BTL campaigns can yield double-digit ROI lifts and deeper customer insights (through direct feedback and lead capture).
SmartAds sums up the essence: non-traditional channels “stand apart from the majority of advertising,” making messages feel more authentic. For marketers, that means BTL is not just an add-on, but a powerful tool to cut through clutter and reach audiences where they live, work, and shop. As India’s media landscape evolves, the lines between channels blur. Today’s best campaigns are “through-the-line” – blending ATL and BTL – but BTL remains the spearhead for on-ground activation and niche targeting. In short, to boost brand impact in India’s diverse market, BTL advertising is indispensable.
For personalized BTL campaign planning or to explore India’s 5500+ unconventional media options, SmartAds (a leading BTL advertising platform) is ready to assist.
Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. And the ad below the line is also known as another Non-Traditional.
The main types of Non-Traditional advertising systems include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing. Non-Traditional advertising methods tend to be less expensive and more focused versus above-the-line strategies. Non-Traditional advertising seeks to reach consumers directly, instead of casting a wide net to reach mass audiences. Rather than airing a national commercial during a hit network television show, a below-the-line campaign might instead focus on an in-store demonstration of a product, that consumers may wish to investigate in person. This allows for a more high-touch experience, where a salesperson can answer direct questions and better explain the products. Some examples of Auto Rickshaw travel throughout the day cover Residential Colonies, Schools & Colleges, Market areas, High Streets, etc. This signifies the reach and effectiveness of Auto Rickshaw advertising. No Parking Boards advertising acts as a welcome agent for any society and greets every resident and non-resident of the locality. Pamphlet distribution cost is 1/10th of the cost of Newspaper advertisement. When the advertisement is for local market pamphlet distribution, pamphlet advertising is a better option. Canter Advertising / Mobile Van advertising is done by fixing illuminated hoardings, banners,s or billboards on a van or truck which moves around the city and can be parked at targeted places. Over the last many years, Dabbawala becomes a household name for many offices or working professionals. Advertisers utilized dabbawala’s customer loyalty to create branding. Thus, advertising in dabbawala is one of the cost-effective modes.
Retail branding have two approaches which is used to increase customer traffic and customer reach in-store. Tricycle advertising creates a unique brand presence in target neighborhoods, in an eco-friendly manner. Tricycle Advertising is economically viable. Tricycle branding have almost endless potential for advertising, carrying, and delivering business potential anywhere they can roll. Advertising in residential societies is increasing form of advertising since the last few years. Advertisers can reach direct consumers and it can establish brand loyalty. Advertise in residential societies' primary purpose is that it helps advertisers to get a quick response from their end customers. Milk Bag branding is rapidly increasing among niche advertisers. Salon Advertising is Precisely Targeted & It helps the advertiser to have Complete Control. Traffic Barricade Advertisement or Police Traffic Barricade advertisement allows advertisers to communicate with drivers and pedestrians quickly and easily.
