The next time you tune in to election-based programmes on Hindi News channels, such as Raj Tilak or Kaun Banega Mukhyamantri and Ghoshnapatra, do notice the new sponsor tag — yoga guru Ramdev’s Ayurvedic products.
This is a part of the new communication strategy by Ramdev’s Patanjali Ayurveda. It is an information campaign, not a commercial campaign and Rs 1 crore a month will be spent on this, Ramdev said. Four product groups from Patanjali Ayurveda — chyawanprash, dental care, hair care and body cleansers — will be used in this campaign. The Ayurvedic products were launched in the open market on March 1, 2012.
This campaign will aired on five Hindi news channels — Zee News, India TV, India News, Aaj Tak and ABP News. The campaign will run simultaneously on religious channels, such as Aastha and Sanskar. The firm also wants to use the campaign for giving health tips. Ramdev clarified that the latest campaign should not be considered as a tool for election campaign.
Ramdev claimed that the income from sale of over 500 Patanjali products in the open market had increased by over 30 per cent since March last year. His plan is to take the total turnover to over Rs 2,000 crore in the next one year. The products are being sold through over 1,000 Patanjali Chikitsalayas, 2,500 Patanjali Arogya Kendras, 10,000 Swadeshi Kendras, 200 Krishi Kendra exclusive stores, besides neighborhood general stores.
The firm claims that its products are about 30 per cent cheaper than those made by domestic and multinational firms. Since the raw material is sourced directly from farmers, the overhead costs are low and, hence, it is able to price its offerings significantly lower than competition.