How Baidyanath is making ancient Ayurveda relevant for the millennials
Ayurveda Solution boosts immunity. Baidyanath Chyawanprash is a brand classic. Baidyanath’s inherent immunity booster has a decades-long legacy we all seek during COVID. Baidyanath’s ‘Sahi Vidhi, Behtar Immunity’ promotion touts it as the most authentic and thorough Chyawanprash. Grey Group created and ran the campaign. Through this campaign, the brand strives to be the most accurate and comprehensive Chyawanprash. Pankaj Tripathi is the campaign’s new face. Baidyanath’s Chief Marketing Officer, Ramesh Yadav, spoke to Adgully about the brand’s origins, the #SahiVidhi, BehtarImmunity campaign, and the brand’s digital approach during the pandemic.
What’s Brand Baidyanath’s legacy since its launch?
Baidyanath made Ayurvedic products in 1917. Baidyanath Ayurved has 700 recipes. Baidyanath standardized GMPs and Ayurvedic. Ayurveda-focused Baidyanath offers the world’s most extensive Ayurvedic product portfolio. Baidyanath is forward-thinking and progressive. Baidyanath’s presidents, directors, and board members work with Ayurveda regulators.
How does it follow Ayurveda principles, contemporary production, and brand popularity?
Few Ayurvedic product manufacturers still use ancient methods while incorporating contemporary technologies to improve efficiency. This includes Baidyanath. Baidyanath authored Ayurveda Sar Sangraha, which has recipes for 800 products. Baidyanath employs accurate text. With this information, we’re constructing in-house machines that replicate historical procedures while keeping their ideas and notions. When creating Chyawanprash, we still utilize particular wooden spatulas from old texts.
Why SahiVidhi, BehtarImmunity? What’s the campaign’s message? Why does Pankaj Tripathi suit the campaign?
The category was repositioned from functional/ingredients to process authenticity. We think this campaign will raise customers’ awareness of the Chyawanprash products’ constituents. Find someone that shares our brand’s values. Genuine, direct, easy, and distinctive. After a few minutes of debate, Pankaj Tripathi was clear. Pankaj Tripathi has used Baidyanath products for years.
What consumer categories gained traction during the pandemic? Did you rethink your marketing plan for these exceptional times?
During the outbreak, many feared for their health and safety. We had to protect our Ayurvedic clientele. Immune-boosting Chyawanprash was well-known. Popular immune-boosters include Giloy. We made immunity-boosting products. High fever and colds. Ayurvedic medications inhibit Covid’s effects. Sluggishness and health were also discussed. Ayurvedic products help after Covid.
As everything went digital and customers focused on wellness items, did you see any changes in wellness and care preferences? Were any new products developed to fulfill consumer needs?
The pandemic increased Ayurveda’s customers. Customers want additional options. Ayurveda’s benefits are real. So, it’s expanding. Covid-19 raised health and illness awareness. It fits Ayurveda. India’s customers are cautious. Ayurvedic drinks, breakfast mixtures, vitamin-rich oil, and Chyawanprash. Chyawanprash is replacing commercial immune boosters. We sell immune-boosters.
How is Baidyanath transforming for the year 2022?
Baidyanath prioritizes customers. We want to educate and sell authentic Ayurvedic products. Baidyanath leads a snowballing Ayurvedic approach. To reach more individuals, we’re introducing income sources and effects.
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