Effectiveness Of Below-The-Line (Btl) Marketing Strategies For Branded Fmcg In Rural India

Abstract

This study examines the effectiveness of Below-the-Line (BTL) marketing strategies in India’s rural FMCG sector, where traditional mass-media advertising (ATL) often fails due to cultural, infrastructural, and economic barriers. With rural markets contributing 37% of India’s FMCG sales, BTL tactics—such as experiential activations, localized promotions, influencer engagement, and point-of-sale innovations—have proven critical in driving brand recall, trust, and affordability. Case studies like HUL’s Project Shakti (empowering women micro-entrepreneurs) and Coca-Cola’s Parvatanjali (mule-based distribution in the Himalayas) demonstrate BTL’s adaptability to rural challenges. Key findings reveal that BTL strategies achieve 78% brand recall (vs. 48% for ATL) and 3× higher repeat purchases by addressing cultural relevance, affordability (e.g., ₹1 sachets), and trust deficits through hyper-local engagement. However, challenges like logistics, low literacy, and seasonal demand persist. The study concludes that BTL, when combined with phygital (physical + digital) approaches, offers a scalable model for FMCG growth in rural India.