IMC ATL BTL Promotion et al.

Integrated Marketing Communication deals with the approach adopted by the brand to project its products such that they appeal the most to the consumers. The various modes are put together to achieve this. Hence a combination of strategies from above and below the line play an important role in this.

They are bifurcated into 2 categories viz. ATL and BTL. The following is a diagrammatic representation of the same.

P.S.: Here, it is important to note that the reach due to the two ATL and BTL types is measured by the rating points, frequencies, measurement datas of TAM, RAM, metrices etc.

ATL:

The Above The Line marketing focuses on reaching a wider audience. Especially to enhance the brand image.

This is largely carried out by the mass media.

Ambi Pur extensively used this ATL media like TVCs to penetrate into the market and make its presence felt. Even today various innovative commercials come up through the ATLs.

BTL:

Below The Line on the other hand focuses on more targeted audience. It lays a direct emphasis on making sales. This is carried out cause through specific events or even merchandising. 

BTL approach by Ambi Pur is undertaken to reach the last mile of its consumers. Thus, hosting car show events, sponsoring various promotional events are the efforts of Ambi Pur in India.

Promotional Campaigns:

This post in viewed as an extension of IMC. It is in pure relation to the ATL and BTL media types.
Promotional campaigning is today has become an utmost essential part. It is required to promote the product to a next level with all the innovative ways possible. This enables the brand to appeal more to the consumers.

Ambi Pur is know for promoting its air care products by adopting various strategies. The promotional strategies that form a part of this campaign are largely the outdoor events that form a part of the OOH types.

The images below show Ambi Pur promotions at the malls and multiplexes in Delhi, Banglore and Mumbai.

 

The interactive mascot of the Ambi Pur Car diffuser and the walk in kiosks attracted large consumers thus creating a demand.

                                       

Likewise, Ambi Pur also makes use of celebrities to endorse their products. This adds a fan following to the brand and promotes it exceptionally well.

One of the many large campaigns of Ambi Pur include the breathe "Fresh Like New" campaign covered by the Madison World's unit- Platinum Outdoor. This was headed by Sam Balsara in the beginning of 2007. This independent OOH campaign was aimed at educating the people about the diffusers that come along with the Start Kit of the car freshener. 

Also, the launch of various fragrances sees this kind of promos apart from TVCs and Print ads. Quite often it is backed up with a campaign like the "Breathe Happy" one. 

Interestingly, Ambi Pur adopts the creative and innovative approaches. For instance the distribution of free starter kits as an effort to create demand and penetrate in the market. This has been carried out at the local fuel stations and car showrooms. Realizing the fact that Ambi Pur car freshener is closely associated as the car essentials, they have been succeeded in placing their product at the Car Accessory shops. This has been working well with the brand sales as the product is placed at a place where it is aligned with the right category use.