Since January 2016 Patanjali Ayurved Ltd. has been reigning the BARC (Broadcast Audience Research Council) charts for TVC ratings as the biggest FMCG advertiser. In December 2015, Patanjali Ayurved Ltd had set aside more than Rs 300 crore for advertising and promotion according to media reports. Now, the results can be seen as the Haridwar-based company posted sales of Rs 3,267 crore in the last ten months ending January 2016, a 106% jump compared to Rs 1,587 crore a year ago for the corresponding period, according to rating agency Brickwork. Even the recent report by Bengaluru-based media-tech startup ZAPR Media Labs showcases the reach of Patanjali’s advertising across television channels.
“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,” says Deepak Baid, Co-founder, ZAPR.
As can be seen from the graph, the ad spots for its noodles, which made most noise when Maggi went off shelves, was all time low till the last week of January 2016 when it reached nearly 1000 spots. This can be explained by the release of Patanjali’s noodles’ TVC conceptualised by DDB Mudra – North around December. Also to be noted, shampoo is its only product which claimed nearly 2000 spots in November before it started falling.
The reach of Patanjali’s ads across its diverse range of products increased manifold from Nov 15-Jan 2016. It peaked at 400 million in November and fell between 200 million and 300 million throughout January.
Patanjali’s ad reach was highest in Uttar Pradesh and Maharashtra with 16.67 % and 9.92 % market reach respectively.
When it comes to television channels, it was the Hindi news channel category which primarily featured Patanjali products with NDTV India having the highest share of 7.24% followed by Zee News with 7.12% ad share.