The Patanjali Ayurved Ltd. run by Yoga Guru Swami Baba Ramdev has become the biggest FMCG Advertiser in India in the week which ends on 29th January, 2016. During this time period the television advertisements related to different Patanjali products had been shown more than the known consumer goods brands such as Cadbury, Parle and Pond’s. The company becomes the biggest FMCG advertiser. These statistics has come out in the report of the joint industry body, Broadcast Audience Research Council (BARC) which used to compiles and publishes TV viewing data reports. Earlier the Patanjali was included in top ten in the month of Novemeber, 2015. As per the BARC reports, the Patanjali was positioned at 6th slot in showing TV advertisements before this week.
The BARC usually keeps an eye on more than 450 television channels approximately. According to their report, the television advertisements for Patanjali products had been shown more than 17,000 times in comparison to the other consumer goods brand Cadbury whose TV advertisements has been shown even less than 16,000. After viewing these statistics, it can be said that Baba Ramdev has been making use of both National as well as Regional TV Channels to show his Patnajli products advertisements whereas other consumer goods brands may be lacking in the targeting the consumers through regional television channels.
According to experts from advertisement and broadcasting industry, the Patanjali has made a great achievement by reaching the number one slot in the television advertisement industry which may be very effective in the mid term in terms of company reputation and profit making. Last year, Baba Ramdev had made promise to the people that Patanjali Pvt. Ltd. will become the biggest FMCG company in India in the coming five years which seems to be true because of the popularity of its products at regioanal level. Earlier, the people were able to buy the Patanjali products in its own stores but now you find the patanjali products at small retail shops in villages and cities and buy it. This is hitting out the other consumer goods brands who are finding tough to survive in the market.
The Patanjali has chosen the seven products out its portfolio of thirty known products for aggressive marketing through television media. These seven product includes Ghee, Shampoo, Biscuit, Noodles, Honey, Dental Cream and Alovera. According to Patanjali Spokes person, SK Tijarawala, the company has delibrately taken the decision to show its advertisements on News Channels to target the “intelligent audience”. Also, he said that they had reached the number one slot because their television commercial for all seven products has been rolled in together this time. Adding to it, he said that the Patanjali has been planning to come up with more commercials for its seven more products.
Source: Economic Times
