The next time you tune in to election-based programmes, such as Raj Tilak on Aaj Tak or Kaun Banega Mukhyamantri and Ghoshnapatra on ABP news, do notice the new sponsor tag — yoga guru Ramdev’s ayurvedic products.
This is a part of the new communication strategy of Ramdev’s Patanjali Ayurveda. “It is an information campaign, not a commercial campaign,” the yoga guru told Business Line , adding that Rs 1 crore a month will be spent on this. 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.
No political linkages
This development takes place at a time when Ramdev is alleged to be seeking public support for Bharatiya Janata Party and its Prime Ministerial candidate, Narendra Modi. In fact, the State’s Election Commission in Chhattisgarh concluded that some of the yoga guru’s meetings there were seen as canvassing for the BJP and decided to include expenses on such meetings in the BJP's poll campaign account.
But Ramdev clarified that the latest campaign should not be considered as a tool for election campaign. “The Sangha (Rashtriya Swayamsevak Sangh) or RSS has not brought me up in the past and is not providing any support to me at present. In future, too, there is no plan to use any crutches,” he said.
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. However, he refused to give the absolute number and said the plan was 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 neighbourhood 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.
The firm wants to restrict ad spend to a maximum of 2 per cent of its turnover. “Other companies spend heavily to persuade people to buy their products. We simply want to inform them about our products,” Ramdev said.