BTL Baatein: Sachin Uppal,… Powered by VISCOMM

27 Jan,2017

After completing his engineering degree from Kurukshetra University, Sachin Uppal did an executive programme from IIM Calcutta as also a master’s in finance and maths (online course) from Harvard Business School. Uppal has close to 14 years of marketing experience, working in various roles in the fields of marketing and brand management in organisations such as Naseba, National Instruments, Wipro HealthCare and Wipro Technologies and is currently the Marketing Director of, a leading player offering social play games fully owned and operated by Play Games24x7 Pvt. Ltd.

We present to you the ‘BTL Baatein’ of the week which is powered by VISCOMM with Santosh Jangid speaking to Sachin Uppal about Below The Line (BTL) advertising, the focus of the company in terms of the type of promotions and the balance between ATL (Above The Line) and BTL.


How important is BTL to your overall marketing plan?

We believe it is important to connect with our consumers through multi-channel approach depending on their consumption patterns. The simple principles of advertising to remember are that the methods should be cost-effective and deliver high ROI. Both ATL and BTL form part of such a communication approach.


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

Our brand is in the early stages of growth and we have tried few BTL activities like: touchscreens trials in malls and some event sponsorships among others. However, such experiments have been limited due to effective measurability.


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

We have run few cost-effective experiments in BTL. Largely our spends are on digital media channels and some structured regional advertisements.


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

Mostly, our experiments have been run directly by our in-house teams. However, we are always open to partner with the right agencies who have on ground foothold to execute such activities.


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

The comparison is not apt here. The channel selection is primarily dependent on the objectives and segmentation. The BTL channels are sometimes quite  straightforward to measure and at other times somewhat of a challenge. For example, if I want to get a new audience to sample my food product, trying it out in a mall would make sense. However, if I want to get online traffic at scale, measuring the effectiveness of mall activations may not be that straight-forward. In my opinion, both ATL and BTL have their roles in the marketing mix and the brand should choose the right channel depending on their objectives.


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?

In words of the famous Australian born management consultant Peter Drucker, “You can’t manage what you don’t measure.” We apply this principle to all our marketing spends and the primary indicator is ROI on BTL marketing spends. As we evolve as a brand and build new methodologies and techniques to measure our BTL efforts, the success of such campaigns will come to the forefront.


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? 

Each brand has its own way of understanding their target audience and coming up with techniques to reach their audiences in a profitable way. Different revenue models at different stages of business growth require different approaches to launch and measure effectiveness of returns on their investments. If a brand is able to almost entirely launch campaigns with outdoor and digital blitz and still achieve their business goals then it’s a fantastic outcome. It gives strong encouragement to new businesses and entrepreneurs entering the space and trying out such campaigns. With digital media on the rise, I see such strategies in early growth periods can be extremely useful.


Post a Comment 

Comments are closed.