New Delhi: In interesting information we are going to provide you today that you must have noticed yoga guru Baba Ramdev appeared most of the time on your television sets for the promotion of his brand Patanjali, with this he has increased his on-air advertisement and become the third biggest advertiser in India leaving behind Nestley and Hindustan Unilever.
Ramdev’s Patanjali is fighting foreign FMCG companies by adopting a very cost effective media strategy that focuses on using news channels to advertise, using Ramdev’s personal credibility and highlighting the positioning of its products.
According to data measurement agency BARC India from viewership, Patanajali advertisements in 2016 were displayed on TV channels for 7,221 hours across 161 channels. That translates to an average of 19 hours and 43 minutes of advertising time every day.
Out of these 84 per cent of advertisements were played on news channels, a strategy which has helped Baba to create brand pull among’st traders and viewers.
On the other hand, most of the commercial companies spend their advertising budget on entertainment channels but Baba has changed the rule for his own benefit. According to the survey, 83% users prefer Patanjali products due to their natural positioning, while 38% because of attractive pricing.
Sources close to Baba Ramdev claims he want to set foot in national politics by 2019. He was active in this direction since 2010 when he kick started the black money drive that became one of the key campaign promises of the BJP in the 2014 Lok Sabha elections. He wanted to contest 2014 elections with BJP for fifty Lok Sabha seats but BJP did not agreed to his demand.
The advertisement drive has helped Ramdev as now newspapers and tv channel don’t write anything negative about the Yog Guru.
Ramdev came into news as he was accused of mixing human bones in his ayurvedic medicines. He later refuted the charges and blamed media for showing his negative image.
Interestingly, Patanjali is the fastest growing FMCG company in India. Within two years of its scale up, it has already crossed revenues of Rs 5,000 crore and the company claims it will end the current fiscal with revenues upwards of Rs 10,000 crore.