That’s right, Baba Ramdev’s Patanjali had 17000 appearances on TV screens across the county between Jan 23rd and Jan 29th, beating the FMCG big guns like HUL, Cadbury and Parle.
What’s important to note here? This is an Indian brand. Everything from manufacturing to distribution to management exists in India. These das were for butter. shampoo, biscuits, noodles, honey, aloe vera cream and dental cream. All these 7 commercials were rolled in together, and there’s a lot more coming up as well. This was not a one time thing.
In fact some reports are claiming that “Patanjali is all set to spend Rs 300 crore in the next 6 months, to rigorously promote their FMCG products, and to expand their reach and brand-recall value.”
Does this ring in trouble for the FMCG biggies in India? Here’s what another report had to say –
“Patanjali’s products have become so popular that they are now directly snatching away market share of established FMCG czars such as Colgate and Unilever. In fact, Colgate-Palmolive India has recorded their worst ever performance in the last 44 quarters, and slowest growth in last 6 years, as their share of toothpaste products have been greatly reduced by Patanjali’s own toothpaste product.“