BTL Baatein: Sanjeev Wadhwa, Livpure… Powered by VISCOMM

23 Dec,2016

A mechanical engineer from Nagpur University and an MBA from Centre for Management Development, Sanjeev Wadhwa has a career spanning over 24 years and has domestic and international expertise in spearheading and managing business operations and marketing strategies. With previous experience from working at Fisher and Paykel Appliances, Fedders Lloyd, Electrolux Kelvinator and Dr. Morepen Ltd, Sanjeev Wadhwa is currently the Executive Vice President – Marketing & Sales at Livpure. We present to you the ‘BTL Baatein’ of the week which is powered by VISCOMM with Santosh Jangid speaking to Sanjeev Wadhwa about Below The Line (BTL) advertising for water purifier sector, focus of the company and the balance between ATL (Above The Line) and BTL.



How important is BTL to your overall marketing plan?

BTL activities give a company/Brand to focus on one–to–one communication with the target audience. This is an important tool to increase brand awareness among the target customer. Below the line promotions ensures the recall of the brand and at the same time helps us highlighting the features, USPs and lot of the information of the product. BTL activities helps target customers to touch and feel the product and have the live experience of the brand. BTL activities have benefits like consumer engagement, interactivity and measurability.


Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion? 

At Livpure, we undertake swell of BTL activities like hoardings, exhibitions, sponsorship activities, road shows, demo vans, vehicle branding, Point of Sale displays and price promotions. These activities are specific and targeted to end users profile and need.


Can you give a broad idea of your spends pie of ATL v/s BTL?

As both ATL & BTL are important for Livpure, the % split  between the two will be -  ATL (60%) & BTL (40%)


Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

We have specific agencies who executes the various BTL activities. The creative are designed by our on board creative agency and the same is executed through specialised BTL agencies.


In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL? 

As BTL activities are more targeted and action-oriented, quantifying results become easy. One can get specific leads through these activities and follow it later. Specially in B2B, wherein the results are more effective doing BTL activities.


While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

At Livpure, the success of any BTL campaign is measured on the leads that we receive during the activity. And later how much has it resulted in conversions and recommendations.


There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your views on this. Given rising media costs, do you see BTL managing on its own, without ATL?

A new launch entirely through BTL activities require a lot of effort and it takes some time. On the other hand, ATL activities give you a quick recall and helps in brand saliency. So if the brand has luxury of time, then BTL activities give them opportunity to interact with the customers directly and gain their confidence. It also helps them in knowing if they are missing out on anything or any Value Proposition needs  some improvement. This can easily get corrected through specific BTL campaigns.


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