According to week 27 (July 2 to July 8) BARC data in the ‘Top 10 Brands across genres’ category, Patanjali has topped the charts. The brand has taken the No 1 spot with 26,361 insertions as compared to last week when it was there at No 2 with 22,084 insertions.
Two weeks back, Advertising Standards Council of India (ASCI) again pulled up Patanjali Ayurved for running “misleading” ad campaigns that disparages competitors’ products. The company has got back to the body and is planning to take legal action against them.
In Patanjali’s case the Consumer Complaints Council of ASCI, in July, found that Patanjali’s claim for its ‘Kachi Ghani Mustard Oil’ that rival makers are selling mustard oil “adulterated with oil made by solvent extraction process with neurotoxin containing Hexane”, was not substantiated. It also failed to substantiate its claims for Patanjali Fruit Juice and cattle feed 'Patanjali Dugdhamrut' where it had claimed rival brands doesn’t focus on quality. Then its ads for toothpaste 'Patanjali Dant Kanti' were also held for being misleading as it did not substantiate claims of it being effective against pyorrhoea, swelling and bleeding of gums and yellowing of teeth.
Before this in May ASCI had pulled up Patanjali Ayurved for "false and misleading" claims in its various advertisements, including its hair oil and washing powder brands, while issuing list for month of March.
Dettol is there at the second place with 22,297 insertions. Honda which was the top advertiser for the last two weeks has slipped to the third spot with 17,137 insertions.
Colgate occupied the fourth spot with 14,805 insertions and Pond’s is there at the fifth place with 13,784 insertions.
Our typical marketing budget is usually 10 per cent of the topline spend
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