What a brand activation actually includes
Activation is the most abused word in Indian BTL. This is the scope we mean by it, and the items that are almost always someone else's.
“Activation” should mean a campaign that is designed, built, staffed and reported on by one team. In practice the word gets used for everything from a multi-city rollout to two people handing out leaflets outside a mall, so here is our scope in plain terms.
Included
- Campaign concept, site selection and mall or market permission coordination
- The kiosk, canopy or promo counter — built in our own workshop, not rented
- Branding: fascia, backdrops, standees, danglers and giveaway packaging
- Promoter hiring, product training, uniforms and daily supervision
- Sampling and demo logistics — stock movement, storage and replenishment
- Daily reporting: footfall, samples issued, leads captured and conversions
Usually not included
- Mall, market or society space rental and permission fees
- The product being sampled, and its transport to site
- Paid media, influencers and digital amplification around the campaign
- GST
Ask any agency to mark those four lines on their quote before you compare prices. Two quotes that look ₹3 lakh apart are usually the same number with a different scope.
Want this costed for your own brief?
The estimator gives you a range in about a minute. If you'd rather talk it through, book a slot — you'll speak to the person who'd run the build.
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