“Our radio clout is huge and that is the biggest leverage”
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With Phase III, we would have probably 100 more stations expanding our reach to about 200,000 villages. It’s not the experts like Unilever who would benefit from us, as they already know how to do it, it is the marketers who wish to enter these markets and do not have the resources, for whom we are a great opportunity, says Rabe T Iyer, Business Head, Big Live.
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“Liberty will be more youthful, but we would not become Teenage”
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Coming five years, I see liberty becoming an important brand in everybody’s life. They would have at least a pair in their wardrobe. It may not be the most fashionable one, but there would definitely be one. And the comment of people would be: “I love wearing them”, or actually say ‘A feeling called Liberty’, says Anupam Bansal, Director, Liberty Shoes Ltd.
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“We would like to be the No. 1 agency in India in the BTL space”
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Many brands are spending as good as 30-odd per cent of their spends on BTL activities now. Though there are no trusted facts available, the business this industry is doing is estimated to be Rs 1,000 crore. Earlier, people gave quizzical looks while talking about events and activations, but it’s become an essential marketing activity now, says Sanjay Shukla, COO, Percept Activ.
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“BTL would suffer vis-à-vis ATL if we don’t develop tools to measure it”
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Unfortunately, BTL doesn’t reach the masses, so it doesn’t give the numbers ATL gives you, but in terms of actual experience, BTL gives you more memorable, long lasting experiences than any kind of ATL advertising can do. The industry is largely unorganised, but I think BTL is possibly as large as the ATL industry today, says Michael Menezes, Founder, Showtime Events.
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