OMCPL campaigns focus on people's emotions, aspirations and self- concepts. In other words, we deliver according to elements that drive people's purchasing behaviour. Generally, consumers purchase products that make them feel good, inspired, enriched and fulfilled. A consumer does not always make a purchase, based on being a 28yr old, earning Rs.500000 per year and living in the posh area of Malabar Hill, Mumbai or GK2, Delhi. The "people factor" is a driving force in our ideation and implementation phase of building a campaign. After all in todays past paced consumer lifestyle, the people are the ones purchasing our products, not entirely based on their demographics.

We understand that the basic goals of any BTL campaign are increased sales, increased awareness, product introduction, trial, migration and retention. We strive to achieve these goals, with every project that we take on. While noting a client's needs, it is important for us to keep in mind the parameters that we have to adhere to, such as branding guidelines. We subsequently examine the current position of the brand, its existing and targeted customer base and the competition. Our observations eventually generate our proposed direction.

After achieving complete brand understanding, the next crucial step is to identify your best source of business, which we will derive from none other than your customers. We initially uncover the commonalities from your existing customers and bundle those attributes into identifiers. Identifiers consist of personal attributes such as social, cultural, aspirational and inspirational. In other words, your audience is not demographic driven, but ethnographic driven. These identifiers are then filtered through database, till you finally have an expanded, target rich audience. This database is your best source of business and our target to help us design your campaign.

Once the strategy of the BTL campaign has been finalized, the campaign is almost ready to go live. Based on the foundation work and research already completed, our campaign will be targeted and focused to reach the audience which is most likely to adopt and accept your brand. Our experts are extensively trained, not only on the campaign goals and tactics, but also on your brand and product. This ensures true brand ambassadorship guaranteeing consistent and positive brand messaging.

The result: a highly focused, significantly targeted campaign reaching the right consumer, at the right place and at the right time.