When it comes to brand visibility, hoardings and billboards have always been a go-to option for marketers. But in today’s cluttered media landscape, simply putting up a hoarding isn’t enough. Audiences are seeking experiences, interactions, and stories that connect with them on a deeper level. That’s where Below-The-Line (BTL) strategies step in—giving brands a chance to move beyond static displays and into the realm of creativity and engagement.
In this blog, we’ll explore creative BTL strategies that actually work
Experiential Marketing – Let People Feel Your Brand
Consumers don’t just want to see your product—they want to experience it. Set up interactive kiosks in malls or busy streets, offer free trials or demos in real-life environments, or use AR/VR setups to give audiences an immersive brand journey. For example, a beverage brand could install a pop-up tasting booth that not only gives samples but also engages visitors with fun games.
Transit Advertising – The City on the Move
In today’s fast-paced world, brands can’t afford to stay still—and neither should their advertising. Transit advertising brings your brand to the streets, highways, and neighborhoods where your audience lives and commutes. Some creative approaches include bus branding with full wraps that dominate city routes, metro and train ads targeting daily commuters, auto rickshaw and cab branding for deeper penetration, and airport or railway station ads for high-intent travelers. To make it even more engaging, use 3D creative installations on vehicles, add QR codes for discounts, or launch storytelling campaigns across different routes. Transit advertising not only creates high-frequency impressions but also ensures mass visibility with local relevance.
Retailtainment – Blending Shopping with Entertainment
Retail marketing is no longer about shelves and posters. Customers want entertainment while they shop. Organize live demos, flash mobs, or contests inside retail stores. Gamify the shopping experience by rewarding customers instantly. Install interactive digital displays that let customers customize or visualize products before buying. This increases both footfall and conversions while building memorable shopping moments.
Guerrilla Marketing – Surprise and Delight

One of the most powerful BTL tactics is guerrilla marketing, where surprise becomes your biggest asset. Create eye-catching installations in public spaces, use ambient advertising like 3D floor stickers or elevator wraps, and launch flash campaigns that disrupt the ordinary and spark conversations online. When done right, guerrilla marketing creates a viral effect—amplifying your offline campaign into digital buzz.
Influencer Activations On-Ground

Influencers aren’t just limited to social media. Collaborating with them for on-ground activations adds credibility. Host meet-and-greet events at malls or cafes, co-create experiences where influencers showcase your product live, and combine digital and physical campaigns to maximize reach. This merges the authenticity of influencer marketing with the personal touch of BTL strategies.
Merchandising with a Purpose
Branded merchandise is an evergreen BTL tool—but it needs creativity. Instead of generic items like pens and mugs, offer functional, eco-friendly, or quirky products that people actually use. Personalize merchandise with names, QR codes, or interactive designs. Bundle freebies with product purchases to build loyalty. When done right, merchandise acts as a silent brand ambassador, traveling with your customers everywhere.
Events & Exhibitions – More Than Just Stalls
Events and exhibitions are powerful, but you need to go beyond basic stall setups. Incorporate interactive LED screens and gamification, use storytelling zones where customers can explore your brand journey, and create Instagram-worthy photo booths to encourage social sharing. When your stall becomes an experience hub rather than just a display, you attract more visitors and build stronger connections.
Final Thoughts
In today’s competitive world, brands need to go beyond hoardings and explore creative BTL strategies like transit advertising, experiential setups, guerrilla activations, and retailtainment. These tactics not only capture attention but also build lasting brand recall. The key is simple: Don’t just advertise. Engage. Surprise. Connect. That’s how you make your brand unforgettable.