As it is apparent, Above-The-Line activations are marketing activities that are generally undertaken as a brand-building exercise, and to establish a clear brand image amongst massive audience. The major focus of Above-The-Line activations is on building a good, well-defined brand image, and to increase the brand’s reach to wider horizons of audience. The idea behind ATL advertising activities is to make the brand or the product in discussion known to the customer, and to create larger brand visibility.