BENGALURU: Surprisingly, television commercials of the products under the brand Patanjali has outnumbered the mammoth commercial brands—Cadbury, Parle and Ponds. The Baba Ramdev led Patanjali Ayurved Ltd is now India’s biggest FMCG advertiser and continued its trail for seven days. According to the study by the Broadcast Audience Research council (BARC) television commercials of Patanjali products was more than 17,000 times between Jan 23rd and Jan 29th—nationally and regionally. When compared to other products under the Cadbury brand the advertisements were only played less than 16,000 times.
Patanjali claiming the top spot this week may turn out to be significant over the medium term, especially since the climb has been steep. Seven days after its latest release, BARC's television commercial count showed Patanjali in the sixth rank, and now Baba Ramdev's brand is among the top tem from November, last year. As quoted by Baba Ramdev, earlier in 2015—his company will be one of the fastest and largest FMCG player in a span of five years.
After a rampant TV advertising blitz, Patanjali has picked seven products from a 30-strong product portfolio. They are—butter (ghee), shampoo, biscuits, noodles, honey, dental cream and aloe vera cream. SK Tijarawala, chief spokesperson for Baba Ramdev said, “It has been a conscious decision on the part of the company to show its ads largely in news channels to target the ‘intelligent audience’.”
"We got the first ranking this week also because of all our seven TV commercials were rolled in together this time. We are coming out with seven more products, so there are more ads in the pipeline." According to various reports, Patanjali has earmarked Rs 300 crore only for the purpose of advertising its products. Although, Tijarawala did not comment on this but said the flood of ads was to make Patanjali a "recallable brand" and that opting for news channels meant lower rates and, therefore, greater frequency of ads.
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