Step 1 — Define the objective
- Trial and sampling — for new SKU launches
- Awareness and footfall — for store openings
- Lead capture — for service brands, telcos and financial services
- Loyalty and retention — for existing customer bases
Step 2 — Pick the venue
| Venue type | Best for | Indicative cost (3-day weekend) |
|---|---|---|
| Premium shopping mall | FMCG, fashion, electronics | Rs 450,000 – 1,200,000 |
| Mid-tier shopping mall | Mid-mass categories | Rs 200,000 – 500,000 |
| Supermarket forecourt | FMCG sampling and trial | Rs 80,000 – 250,000 |
| University or school campus | Youth-focused brands, telcos, snacks | Rs 50,000 – 180,000 |
Step 3 — Permits and paperwork
- Venue contract and event insurance
- Municipal council permits for outdoor activations
- Police notification for any crowd-pulling activation
- Regulatory approvals for product samples where applicable
Step 4 — Team and logistics
- Brand promoters at Rs 3,500–6,500 per day
- One supervisor per four promoters
- Branded uniforms, IDs and a paid training day
- Booth, backdrops, sound system and giveaways
- Daily transport, secure storage and restock runs
Step 5 — Measure ROI
- Samples distributed and conversion to QR scans or coupon redemptions
- Footfall counters at the activation zone
- Lead capture forms and WhatsApp opt-ins
- Sales lift in nearby outlets compared against a pre-activation baseline