Friday, February 5, 2016

The FMCG world belongs to Baba Ramdev - worship noodles instead of yoga

#BabaRamdev #patanjali #healthylifestyle #FMCG Baba Ramdev has become a name to reckon with and, from all appearances, he is taking the Fast Moving Consumer Goods FMCG world by storm. His Patanjali Ayurveda Ltd has now switched to worshiping noodles instead of yoga. This is because it has become the biggest FMCG advertiser.
For the seven days period to January 29, TV commercials (TVCs) of products under the Patanjali brand have outnumbered those from big consumer goods brands such as Cadbury, Parle and Pond's.
This has been reported in dated 6 February 2016.
As per data collected by the Broadcast Audience Research Council (BARC), TVCs for Patanjali products were played more than 17,000 times between January 23 and January 29 - against this, the figure was just under 16,000 times for products under the Cadbury brand.
The Broadcast Audience Research Council (BARC) is the joint industry body that compiles and publishes TV viewing data and monitors nearly 450 channels.
It may be recalled that in 2015, Baba Ramdev had predicted that his company will be India's biggest fast moving consumer goods (FMCG) player in five years and for its TV blitz, it had selected seven products from a 30-strong product portfolio. These are clarified butter (ghee), shampoo, biscuits, noodles, honey, dental cream and aloe vera cream.
As explained by Baba Ramdev's spokesperson, it was a conscious decision on the part of the company to show its ads largely in news channels in order to attract and win over the "intelligent audience." Patanjali has apparently earmarked Rs 300 crore for ad spend because, if the people want to adopt a healthy lifestyle, which will also fit their budget, they must go for Patanjali products.

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