Amandeep Kohli, IMT Ghaziabad

Below the Line Marketing: An under-the-pant approach
When you hear the word Below the Line, and you here refers to us soulless MBA types, you normally associate it with promotions and short-term incentives. For instance, Wikipedia (May God Bless it creators) defines BTL as “forms of non-media communication such as short-term incentives, largely aimed at consumers”. But that’s so boring right!

So let me define the real meaning of Below the Line marketing – a truly interesting concept which applies to all items that can be marketed from the waist downward so as to speak. Well that leaves us with rather odd assortment of choices starting with the Jockeys and Amul Machos of the world. And let’s just confine the contents of this post to the men’s department or else I might be sued for vulgarity. So here goes your crash course in Below the Line Marketing.

I thought that before going on to talk about the different types of ways to market such items, I would define the meaning of the “Line” first. Because essentially speaking, there are different types of lines in this world – from thin to fat to black to white; but I think you get the drift so I’ll stop right here.

If you look at the advertisements, all of them seem to focus on the male libido with the exception of Amul Macho which for reasons only known to them decided to focus on monkeys and apes. Talk about monkeying around! In my opinion, all underwear manufacturers should tie up with condom companies and sell the two as a co-branded product. This will go a long long way in dealing with our nation’s fight against AIDS because everyone might not buy condoms but everyone definitely does buy undies man. This will also keep various NGO’s happy as your company will be seen as one serious about CSR and increase your brand value. Voila!

Hey and in case you think my ideas about Below the Line are crazy and out-right demented, you’re in for a huge surprise buddy. For I have other enlightened fellows like me in this world who’re always thinking about the health of our society by keeping your funny bones tickling. Want proof. Here’s one:

These days everyone’s talking about the recession and how marketers especially should cut costs. Well, looks like someone really thought Below the Line in this case and as this article in TheDailyBlonde points out new BJs are only 99cents! Well I dunno how much the old ones were worth but this one is a definite cracker of a deal for all the men out there and especially for those who didn’t believe in God!


Now that you’ve really got the clear meaning of all the fundas about Below the Line marketing, well, what in the devil’s name are you still doing here reading this Gospel? Get out there and dazzle the world with your new found knowledge. And make sure you wear a little protective gear around your private parts ‘cause you might just get kicked Below the Line'.