Airport advertising in India is an effective way to attract attention in a competitive marketplace through unconventional Below The Line (BTL) activities that are offbeat, low-cost, and catch attention. These activities could include painting 100 people in brand colors, organizing a dance mob or parade to promote a brand, or having men on stilts hold large placards or balloons displaying the brand to massive audiences. The document discusses how planning and executing such unique BTL activities at airports can help brands attract attention without spending large amounts of money on conventional advertising methods.