Nowadays, we see more and more of Ramdev while surfing through Television channels and even the social media. Well, yoga guru Baba Ramdev’s brand Patanjali is on cloud nine. The brand now has already increased its on-air advertisement. Started as a yoga guru Ramdev first captivated the mass with his different ‘asana’ that proved to be life-saving and having the ability to cure deadliest diseases. But with time they came up with ayurvedic products and now is one of the leading business ventures of India!
Surprisingly, it has become the third biggest advertiser in India behind Hindustan Unilever and Dettol-maker Reckitt Benckiser. Patanjali has already pushed Cadburys India to the fourth spot as provide by the latest data of AdEx India, a division of Television Audience Measurement (TAM) Media Research.
But it is an interesting fact! Until last year, Patanjali didn’t even turn up in the list of top 10 advertisers! Whereas, we have witnessed HUL, who even topped last year!
According to the reports, during January to September in the year 2016, the television advertisement of Patanjali summed up to 4524 hours, whereas, the television advertisement of HUL and Reckitt Benckiser are a massive 29,998 and 8,956 hours respectively. Interestingly; Ponds, ITC, and Cadburys India were the top losers.
“For any mature brand, traditionally ad spends are about 5% of total revenue. But a new brand overspends. Hence, Patanjali could be spending around 10-15% of its total revenue on advertisement,” Anirban Blah said, the managing director of Kwan (an entertainment and marketing firm).
Now let us have a look on the advertising expenditure of some of the biggies:
- HUL- Rs 4,595 Crores
- ITC- Rs 895 Crores
- P&G- Rs 228 Crores
And percentage spent by them-
- HUL’s advertising spend was 13% of the total revenue in 2015-16.
- ITC’s advertising spend was 9% of the total revenue.
- P&G’s advertising spend was 6% of the total revenue.
Now, as per as the statements of the marketers, Patanjali is spending 10% of its turnover of Rs 500 Crores in the field of promoting its brand through the media.
In a telephone interaction, Acharya Balkrishna, the co-founder of Patanjali Ayurved said, “We are buying the ad-slots at much cheaper rates with hardest possible negotiations. Our ad spending is less than 2-3% of our total turnover.”