New Delhi: Patanjali Ayurved Ltd, slowly and steady, has established a strong hold over the market. Growing from strength to strength with each passing quarter, the company’s sales have sky-rocketed, courtesy its massive advertising and promotional campaigns.
As per the Broadcast Audience Research Council (BARC) TVC ratings, Patanjali has emerged as the biggest FMCG advertiser of 2016 so far.
According to media reports, the company had set aside over Rs 300 crore for the promotion of its products in December 2015.
As a result, it posted sales worth Rs 3,267 crore in the last ten months ending January 2016, registering a growth of 106 per cent from last year’s Rs 1,587 crore, rating agency Brickwork observed.
Advertising has indeed emerged as one of the cornerstones behind Patanjali’s success, with estimates suggesting that the ads by Patanjali are now reaching 300 million viewers every month. Deepak Baid, co-founder of Bengaluru-based media-tech startup ZAPR Media Labs said, “Patanjali has steadily become one of the largest FMCG spenders on television over the last six months. The ZAPR platform is tracking their ad spots across hundreds of TV channels and estimates a monthly reach of over 300 million viewers. They are focusing on Hindi channels in news, entertainment, movies and devotional genres in order to reach their target audience.”
Patanjali noodles, which came into focus after the infamous Maggie ban, marched upwards in the last week of January 2016 as it reached 1000 ad spots. Earlier, its Shampoo had claimed the highest number of 2000 ad spots before it started falling in November 2015.
The reach of Patanjali’s commercial saw an impeccable rise from Nov 2015-Jan 2016 when it hit the 400 million mark. It ranged between 200 million and 300 million throughout January.