Use case: Turning a vague BTL ask into an executable India brief

The situation

A brand marketer messages an agency: “We need BTL in Mumbai and Delhi next month for our new SKU. Please share costing.”

That message is common—and incomplete. This use case shows how to turn it into an executable brief so both sides stop guessing. Use it as a template whether you hire Clogik or run field teams in-house.

Why vague briefs create expensive noise

Without a primary objective, agencies price a generic package. On ground, teams optimise for activity (hours stood, units handed) instead of learning (which micro-market converts). You pay for motion, not decisions.

Rewrite the ask in six fields

1. Objective (one sentence)

Example: “Generate 8,000 qualified trials among 25–40 urban parents in Mumbai Western suburbs and Delhi NCR societies over 3 weekends, with feedback forms for flavour preference.”

2. Audience

Who is in-scope and out-of-scope? Parents with kids under 12? Office-goers only? Language preference?

3. Geography with roles

• Mumbai Western suburbs: society + mall mix for trial
• Delhi NCR: society-first in two boroughs; malls only if society pipeline slips

4. Venue rules

Allowed: society courtyards, approved mall kiosks. Not allowed: traffic signals, school gates without written permission.

5. Offer and compliance

What can promoters say? Any claims legal has banned? Sampling limits per person?

6. Reporting standard

Daily location report + weekly insight note answering: What should we change next weekend?

Sample brief (copy and adapt)

Campaign: New SKU parent trial Primary KPI: Completed feedback cards per 100 interactions Cities: Mumbai (Western), Delhi NCR Duration: 3 weekends Team: 2 promoters + 1 supervisor per location Languages: Hindi + English; Marathi for selected Mumbai societies Must-have reporting: venue name, footfall window, stock, issues, 5 qualitative notes Budget band: share internally before agency bidding

What happens after the brief is clear

1. Agency proposes venue classes and a beat plan.
2. Recce validates the first 10 locations.
3. Weekend one runs as a pilot, not a national climax.
4. Weekend two changes based on data—not opinions.

Related Clogik reading

BTL campaigns Product sampling Field reporting City markets

Takeaway

A real BTL brief is a decision document. If a stranger can execute your weekend without calling you every hour, the brief is ready. If not, keep rewriting before you buy manpower.