elevision channels often rely on activation or below-the-line activities to promote their shows through contests and other residential and retail activities. This form of marketing becomes all the more relevant for children�s channels, where a visual display of the characters of a show creates an impact on the audience�s impressionable minds. The channels realise the importance of going into kids� lives by not only interacting with them, but often, also making them part of the events.

Nina Elavia Jaipuria, senior vice-president and general manager, Nick India, says, �BTL activities give the brand a touch, feel and play, which is very important for children.� ... more