It was a pleasure to read Vivek Sharma's (CMO, Philips India) article in the Economic Times today. I am so glad that the marketers are like Vivek are seeing business reasons in focussing on BTL - which has been long neglected.
While BTL initiatives has been over shadowed by the more glamorous 30 sec focussed cousins in the ATL space, it is indeed a sign of the times when brand owners like Vivek say that “Brands should not place their eggs in one basket by merely increasing ad spends.” The times have moved from just creating awareness to inducing sales –
something that BTL does not shy away from.
Please read Vivek’s views here.
Do read the counter view by Anamika Mehta to get a media agency perspective.
