Top Story

e4m_logo.png

Home >> Advertising >> Article

Patanjali ads reach 400 million viewers, profit up by 106%

29-March-2016
Font Size   16
Patanjali ads reach 400 million viewers, profit up by 106%

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.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...