This is a man who now needs no introduction. Who haven’t heard of Baba Ramdev and the efforts he is making in order to spread awareness among the people all around the world about Yoga and ayurvedic products. His followers are undoubtedly increasing day by day and more and more are getting associated with his brand ‘Patanjali’. From Shilpa Shetty to Narendra Modi, he has made everyone do yoga and set examples for the nation.
His followers have yet another reason to cheer for him. Broadcast Audience Research Council is a joint industry body that compiles and publishes TV viewing data. BARC monitors around 450 channels. BARC has reported that Patanjali Ayurved Ltd. which is led by him has becomes the leading advertiser in the country. Isn’t that bizarre?
Yes you read it right. In guidance of Baba Ramdev, Patanjali Ayurved Ltd. has now over ruled big brands like Cadbury and Nestle in the number of advertisements being telecasted on several national and regional channels throughout the country. BARC stated that the advertisements of the Patanjali products were telecasted more than 17000 times between January 23, 2016 to January 29, 2016 as compared to the advertisements of Cadbury products which were telecasted around 16000 times during the period.
On this, here’s what the linked people have to say.
Piyush Pandey who is an award-winning co-executive chairman and national creative director of Ogilvy & Mather India and is considered the godman of ad industry said, “It is evident they have lots of money. They are pumping in money, but that doesn’t mean it is all good advertising. That he is aggressively marketing the products is evident but how sustainable it is remains to be seen. The content of advertising will have to match spends, otherwise the ads will start irritating people.”
Also Swami Baba Ramdev’s associate Acharya Balakrishan said, “There was no consolidated business plan from our side, and the high number of TVCs are an attempt to tell people that they have options if they want to adopt a healthy lifestyle, and which will also fit their budget.” He added, “Patanjali product ads were aimed at showcasing family values and Indian culture.”
Tijarawala who is the spokesperson of Baba Ramdev said, “DDB Mudra was the creative agency behind the Patanjali ads. Most professionals associated with us understand the cause and hence are not demanding the market price from us. We are not spending that much money on ads you are thinking we are,” He further 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.”
In the first phase of their advertisements, Patanjali Ayurved Ltd. have launched ads for the following products,
- Ghee,
- Shampoo,
- Biscuits,
- Noodles,
- Honey,
- Dental cream,
- Aloe vera cream
All we can say is that take a deep breath, its only the other multinational companies like Cadbury and Nestle who should be worrying after hearing this news.
Good going Baba Ramdev! Om!!
