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The New Normal : Corona Diary April 3' 2020

  • May 2, 2021
  • 1 min read

After corona outbreak "online" is the new normal. All organizations who were promoting their products by targeting consumers in a specific segment used ATL and BTL activities till now.

market of clay pots

Every ATL or BTL (Above the Line or Below the Line) activities has predefined objectives. If one of them were found to be not enough, they clubbed both ATL and BTL to form TTL, which is called as Through the Line activity.


Corona outbreak changed everything to Online as people got accustomed to usage of all digital media and felt the need of getting connected, Online became the New Normal.

But after lock down ends, do we plan to go back to ATL, BTL, TTL. Neither, we will have to plan on what "Future Proofing" will look like.


Future Proofing will be about thinking Beyond the line, that is line does not exist and we will have to create new arenas by applying Beyond the Line concept. This is a trans line concept, which means there is no division and accept the future challenge.


Anticipate future and develop methods to minimize shock and stress of future events that may occur. Be ready to face any new situation.



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