Patanjali Ayurved Ltd. led by Baba Ramdev is the biggest FMCG advertiser in the country for now. The TV commercials of the products of the Patanjali brand surpassed the same from the major consumer goods brands like Pond’s, Parle and Cadbury in the week that ended January 29.
This data is from BARC (Broadcast Audience Research Council) which is a joint industry body responsible for compiling and publishing TV viewing data across 450 channels. The TV commercials for Patanjali products have been played over 17,000 times in the period between 23rd and 29th of January. The same for the Cadbury brand is below 16,000 times during that period.
These high numbers are due to the fact that the TV commercials play in many channels across many genres both nationally and regionally. Patanjali grabs the top spot to be the significant brand over the medium term this week, especially since the popularity has been steep. Just a week prior to the release of this data, the TVC count of BARC showed Patanjali in the sixth position. From November 2015, the brand came into the top ten positions.
In 2015, Ramdev said that his company will be the country’s biggest fast moving FMCG company in five years. For the TV advertising blitz, the brand has picked seven products out of its product portfolio of 30 products. These products include shampoo, clarified butter or ghee, honey, noodle, biscuits, aloe vera cream and dental cream.
As per SK Tijarawala, the spokesperson of Baba Ramdev, it is a conscious decision taken by the company to show its advertisements mainly in the news channels in order to target the intelligent audience. He further stated that they rolled all the seven TV commercials at the same time in the last week of January to get the first ranking.
Piyush Pandey, an ad guru stated that they have a lot of money, but this is not food advertising. They are aggressively marketing their products, but the sustainability of the same has to be seen.
