Location planning
Malls, societies, IT parks, markets and campuses shortlisted by who your customer is and where they spend time.
We plan and run BTL activations where your customers already are: malls, housing societies, IT parks, streets and campuses. Permissions, promoters, set-up and daily reporting are handled for you.
BTL (below the line) activation is marketing that meets customers face to face, in a specific place, so they can try your product and respond on the spot. ATL (above the line) is mass media, such as TV, radio, newspapers and big outdoor campaigns, which builds awareness across a whole city or country.
ATL tells people your brand exists. BTL gets them to taste it, test drive it, scan the code or fill the form. That is why BTL works well for launches, new stores, local offers and products that sell better once someone has tried them.
We plan the whole activation: location scouting, permissions, stall or stage set-up, trained promoters, games and engagement, lead capture and a daily report. Since 2013 we have worked with 100+ brands and companies, and travelled to 30+ cities for events and campaigns. You get one point of contact from brief to final report.
Atrium stages, stalls and kiosks with games and shows that pull weekend shoppers to your brand.
Branded vehicles moving through chosen routes and markets, with stops for demos and offers.
Taste tests and free samples in malls, markets and societies, with feedback captured on the spot.
Weekend stalls inside gated housing societies for home, finance, education and food brands.
Launch events for customers, dealers or media, with a reveal moment and hands-on trials.
Lunch-hour stalls and contests in office campuses for brands that target working professionals.
College fest tie-ups and campus stalls for brands that want students as early customers.
Opening-day crowds, local promotions and footfall drives for new showrooms and outlets.
Every photo here is from an event our team planned and ran.
An activation succeeds when the right people meet your brand in the right place, with a reason to stop. Footfall alone does not do it. Here is how to plan one that you can measure.
Decide the single thing you want each visitor to do: taste the product, book a test drive, download an app, give a phone number or buy on the spot. That goal decides the format, the stall design, the promoter script and the report. Campaigns that chase five goals usually measure none of them well.
Pune has very different crowds a few kilometres apart. Mall atriums in Viman Nagar, Kharadi and Wakad draw young professionals and families on weekends. Office campuses in Hinjewadi reach large numbers of working professionals, but only in short lunch-hour windows and only with the facility team's approval. Gated societies in Wagholi and Undri reach families at home, which suits home, finance and education brands. A premium brand in Koregaon Park needs a different plan from a mass-market drive in Hadapsar.
Mall atrium slots are booked in advance and weekends go first, especially around festive seasons. Each mall has its own rules on sound, food sampling, stage size and set-up hours. Societies need committee approval, often decided at a weekly meeting. Roadshows and street activity may need local police and municipal permissions. We handle these for you, but they are the main reason to start four to six weeks before your campaign date.
A good-looking stall with a bored promoter gets walked past. Give people a reason to stop: a game with an instant reward, a live demo, a short stage show or a contest with a clear prize. Brief promoters on your product so they can answer real questions, not just hand out leaflets.
Agree the numbers before the campaign starts: people engaged, samples given, leads captured, QR scans or coupons redeemed. Daily reports let you move promoters, change the offer or switch locations while the campaign is still running.
For stall and venue branding, see event branding. To support an activation with hoardings, print or radio, see advertising services. For dealer meets and launch events with a stage, see corporate events.
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BTL activation is marketing that reaches customers directly in a chosen place, so they can experience a brand and respond on the spot. Examples include mall stalls, product sampling, roadshows, society activations and launch events. Unlike mass media, BTL targets a specific audience, is easier to measure, and turns interest into action such as a trial, a lead or a sale.
ATL (above the line) marketing uses mass media such as TV, radio, newspapers and large outdoor campaigns to build awareness among a wide audience. BTL (below the line) uses direct, targeted activity like mall activations, sampling and roadshows to get people to try or buy. Most brands use both: ATL makes people aware, BTL converts that awareness into action.
The cost of a mall activation depends on the mall, the space and the number of days. Main drivers are the atrium or kiosk rental set by the mall, stall or stage build, number of promoters, engagement items like games and prizes, samples, and reporting. Weekends and festive weeks cost more than weekdays. Share your brief and target malls for an itemised quote.
A BTL campaign is measured against the one goal set before it starts. Common measures are people engaged at the stall, samples distributed, leads captured, QR scans, app downloads, coupons redeemed and on-spot sales. We share daily reports with photos and counts, so you can change locations, timing or the offer while the campaign is still live, not only after it ends.
Yes, permissions are handled for you as part of the campaign. That includes mall atrium or kiosk bookings, housing society committee approvals, office campus approvals and the local permissions that roadshows or street activity may need. Each place has its own rules on timing, sound and sampling, so we build those into the plan before the first day.
Yes, we can plan activations across Maharashtra, in cities such as Mumbai, Nashik and Kolhapur, and we have travelled to 30+ cities for events and campaigns. Multi-city campaigns follow one plan, one stall design and one reporting format, so results can be compared city by city. Tell us the cities and dates, and we will plan locations and permissions for each.
Pune · PCMC
Welcome gates · Backdrops · Booths
Conferences · Offsites · R&R nights · Dealer meetsLet's put your product in front of people
Tell us your product, target customer and campaign dates, and we will suggest locations and formats.