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Sony cashes on Baba Ramdev's popularity; channel to air Yog Yatra

Sony cashes on Baba Ramdev's popularity; channel to air Yog Yatra

Author | exchange4media News Service | Thursday, Apr 28,2016 8:03 AM

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Sony cashes on Baba Ramdev's popularity; channel to air Yog Yatra

Patanjali Ayurved, the Rs 2000 crore FMCG company promoted by Baba Ramdev is making headlines yet again.  The Haridwar-based company which is targeting a turnover of Rs 10,000 crore by this year is also planning to invest over Rs 1,150 crore in the current fiscal on manufacturing and R&D.

This growing clout of Patanjali has prompted broadcaster Sony Entertainment Television to launch a film on the Patanjali promoters titled ‘Yog Yatra’. The channel is currently airing the promos of this upcoming film which is scheduled to air at 7.30 am and 9 am on May 1.

“’Yog Yatra’ will take the viewers on a journey of Baba Ramdev and his colleague, Acharya Balkrishna’s life – from India’s most popular yoga teacher to being the brainchild behind India’s biggest FMCG brand, Patanjali. The film will showcase some unheard and unseen stories of Baba Ramdev,” offers the channel’s spokesperson.

Baba Ramdev’s popularity is another reason for the channel to air this film. “Baba Ramdev enjoys immense popularity. His fan following is unmatched as on date due to the positive influence that he has had on people. A lot has been spoken and written about him and his colleagues. His life has certain amount of intrigue factor that will attract our viewers to tune in to Sony Entertainment Television to watch the film,” explains the spokesperson.

It’s speculated that the show might possibly be an advertiser-funded-programming. So whether it’s a marketing gimmick or just another documentary there’s a huge possibility that the film will hit it off with its Baba Ramdev’s fans.

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