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Cloud Connect 2014

Todays branding is a function of media fragmentation:

Prateek Kumar
Posted on December 9, 2014

Experiential marketing company NeoNiche Integrated Solutions specialises in brand

activation and consumer outreach programmes and has executed more than 500
campaigns till date. Leading
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Today s branding is a function

of m edia fragm entation:
Prateek Kum ar
Cloud Connect 2 01 4
Creating a m em orable Brand
Experience :Prateek N Kum ar
Its all about m aking the
connect say s Mr Prateek N.
Kum ar (MD & CEO), NeoNiche
How to m ake a go to m arket

pdfcrowd.com

corporate and brands have chosen their ideas and

unique approach to get up close and personal with their
customers. In conversation with allaboutoutdoor.com,
Prateek N Kumar, Founder & Managing Director,
NeoNiche Integrated, speaks about the growth of BTL
activations in the country.
Below-the-Line (BTL) advertising has been
gaining bigger share of clients advertising
budgets over the last few years. How innovative
has BTL become? And in the recent past can you
name any BTL activation that can be termed as
really innovative?
BTL has gained prominence over the years and will continue to do so as advertising
communication is evolving from an ATL-BTL model to a Through the Line (TTL) model.
We see this upsurge as todays branding is a function of media fragmentation. More
channels and more newspapers reaching out to diverse customer base makes it harder for
marketers to reach a truly mass audience. The shift from ATL to BTL spending is in part
the result of changing consumer attitudes; more sophisticated consumers demand relevant
messaging that engages them in a dialogue, and which allows them to interact with the
marketer through their preferred communication channels. At the same time, technology
allows marketers to better target consumers, and to better track results and measure ROI
of BTL campaigns. Quite a few activations of recent times have been very innovative, so
naming a few will be unfair.
What are the challenges that BTL still faces?
Read More atAllaboutoutdoor.com

plan By Prateek Kum ar

How has BTL changed ov er the
y ears? -Valay Lakdav ala
Good adv ertising can lead to
action: Prateek N Kum ar
Unlocking Experiential
Marketing -Prateek
N. Kum ar,NeoNiche
A Pendriv e full of Mem ories
Rise of Indian Middle Class
How we partnered with Qlik
to enable enterprises m ake
transform ational
business discov eries

Corporate Office, Mumbai

B-1 /1 7 -A, Vy apar Bhav an
PD Mello Road,
Cam ac Bunder,
Mum bai -4 00009 ,
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Relat ed

Personal link with consumer

is must - Prateek N Kumar

Your Life Within The Pixel

Will Change Prateek N
Kumar, MD & CEO, NeoNiche

Brand building key to small

business growth: Prateek N
Kumar

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Cloud Connect 2014

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