ATL Campaigns

ATL, or above-the-line advertising, means using mass media — TV, radio, newspapers, magazines, cinema and big outdoor — to reach a large, broad audience. It's mainly used to build awareness and brand recall.

ATL reaches mass audiences through broadcast and print media. BTL (below-the-line) targets specific groups directly through activations, events, sampling and in-store promotions. TTL (through-the-line) combines both, along with digital, in one integrated campaign. Most modern campaigns are TTL, and we plan them that way.

ATL makes sense when you need broad awareness quickly, have a product with mass appeal and have the distribution to meet the demand it creates. If you're earlier in your journey, we may suggest starting with digital, OOH in key areas or BTL, then moving into ATL as you grow.

ATL budgets have two parts: creative and production costs, and media costs. Production varies with the scale of the films and number of adaptations; media depends on channels, cities and duration. We'll help you plan a campaign that matches your budget and objectives.

We focus on the strategy, creative and production, and work with trusted media-buying partners for TV, radio and print placements. We stay involved to make sure the media plan supports the creative idea.

A full campaign — from strategy and concept to production and adaptations — typically takes eight to twelve weeks. Smaller campaigns or adaptations of an existing idea can be faster.

Yes. We create campaigns in Hindi, Marathi and other regional languages, adapting scripts and visuals culturally rather than just translating them.

We look at reach and frequency from the media plan, brand awareness and recall studies, branded search growth, website traffic and, most importantly, sales and enquiries during and after the campaign.