Priya Monga, business head, RC&M talks about the experiential marketing industry and how it has gained momentum in India in recent times.

What is ‘experiential marketing'? Please give us an overview of the industry and how it is doing presently. 

Advertising techniques today consist of ATL (Above the Line) and BTL (Below the Line). Experiential marketing is that part of BTL that connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. It focuses on making a personalised connection using emotional involvement. Experiential marketing industry can be seen as a sales building or a brand-building tool. Experiential marketing is becoming increasingly important within the communication mix of many companies as an effective way of not only reaching the masses but of imprinting a brand name.

What kinds of career opportunities are available in this industry? 

The increase spends on BTL has created diverse career opportunities for the industry. From producing and supporting major brand sporting and entertainment events, to handling brand corporate meets and other corporate events, BTL activities have gone a step further to enter various business sectors to provide customised brand solutions. That's why there has been diversity in the means of communication. A career in the BTL industry includes research and analysis, production, business development, client servicing, Media planning, PR and creative services.

What are some of the traits and qualifications you look for in people you hire?

The BTL industry keeps professionals on their toes at all times. People who opt for this line of work need to be smart workers. They need to know that crises may occur at anytime in the course of an event. That's why they need to be independent thinkers, always ready with a Plan B. They need to have a passion for reality and at the same time they need to convert research into action.

Yasmin Taj