Baba Ramdev’s Patanjali sets aside more than Rs 300cr for ads and promotion

07 Dec,2015

By Shambhavi Anand


Yoga guru Baba Ramdev’s consumer goods company Patanjali was the third most advertised brand on television in India during the last week of November, behind Cadbury and Fair & Lovely.


Patanjali’s TV commercials were telecast 12,969 times during November 21-27, according to data released by the Broadcast Audience Research Council (BARC) India, a joint industry body set up in 2012 by broadcasters, advertisers and advertising agencies to measure television audience.


“There is a definite shift in gear (on Patanjali’s part) to make themselves more visible,” said Vandana Das, president DDB Mudra (north), an agency that handles advertising for Patanjali’s key products – noodles and ghee. “They take up some key products and go for full blast advertising depending on the demand and supply situation,” she said.


According to media and advertising experts, the Rs 2,000 crore Patanjali Ayurved has set aside more than Rs 300 crore for advertising and promotion, and is set to step up its publicity campaign further. The company recently hired actor Hema Malini to endorse its biscuit brand.


Cadbury, owned by Mondelez, has consistently been on top since the week starting October 10 with insertions – number of times a TV commercial is telecast on different channels across the country – ranging from 31,052 to 46,872 in different weeks. While e-commerce companies Flipkart, Amazon and Snapdeal followed the chocolate brand closer to the festive season, they have since disappeared from the top ten advertisers chart.


BARC India has a reach of 153.5 million TV households, representing the entire country and all modes of signal. Of this 77.5 million are urban TV households and 76 million are rural TV households. This includes metro cities, towns with population of 10-75 lakh, and urban and rural areas with population of less than 10 lakh.


Source:The Economic Times

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