Patanjali Ayurveda has now evolved in its advertising strategy, from a zero-advertising company to a leader in advertising, the company emerged as the third biggest television advertiser in the country. Yoga guru, Baba Ramdev’s FMCG enterprise has ambitious goals, most of which the guru says is to do with eradicating the MNC’s from this country. Going ‘swadeshi’ is the key for Patanjali.
During the last week of November, Patanjali’s television ads raced ahead of Cadbury and Fair & Lovely, as per data released by the Broadcast Audience Research Council (BARC) India, a joint industry body set up in 2012 by broadcasters, advertisers and advertising agencies to measure television audience.
The ET reports that the INR 2,000 crore Patanjali Ayurveda has set aside more than Rs 300 crore for advertising and promotions, and is set to step up its publicity campaign further. Patanjali has roped in DDB Mudra and McCann Erickson to help connect with the masses. Acclaimed Indian Olympic freestyle wrestler, Sushil Kumar has been roped in to promote Patanjali Ghee, in its TVC conceptualized by DDB Mudra – North.
For its noodle, Patanjali rolled out a TVC just when Nestle’s Maggi cleared its test and was touted to be available on your shelves.
And, it ensured to maximize on the ‘unhealthy’ stain associated with Maggi.
Conceptualized by DDB Mudra, the minute-long TVC begins with the lady of the house cooking the Patanjali Atta noodles, the aroma of which travels everywhere, luring the entire family and nearby kids to the dining table. They all wonder aloud, Iss noodle mein kya hain, to which the response goes ‘healthy atta and subzi, no unhealthy surprise’.
A modern ‘Swadeshi’ movement?
The TVC has been uploaded on the YouTube channel of Bharat Swabhiman Trust, led by the yoga guru. In an interview with the Business Line, ‘The monk who wants a billion dollar company’ Ramdev said, “Swadeshi is our goal” while declaring that noodles – which resembles our sevaiyan (vermicelli) - is quite Indian.
Maggi, on the other hand, is a 3-decade-old brand in the country, making it much more Indian than Patanjali. The noodle brand faced a ban in June this year, after having been found with lead and monosodium glutamate above permissible limits. While it appealed and asked to undergo retests, the brand suffered a major loss of consumer trust, and sales.
Meanwhile, rumors were rife about Patanjali Noodles being the culprit behind this ban, and part of a larger conspiracy to drive out MNCs from the country one by one.
Since then, Maggi has been systematically rolling out ad films in each phase of its ban status. Maggi’s comeback campaign was heavy on storytelling and emotional overtones, and sought to bond with loyalists over their love for Maggi. Its tribute videos #WeMissYouToo showed gratitude to its loyal fans. After having cleared the retest, it rolled out a new video series featuring mothers who shared about their journey with Maggi over the years.
They talked about how the instant noodles that was their rescue food once, also safe for their children, then became a cause for concern after the ban. The videos end with the mothers talking about Maggi clearing the test, and proving their earlier conviction about Maggi was always right.
While Maggi tries to recover its position in the markets as well as in consumer minds, Patanjali is looking to capitalize on the situation. ‘No unhealthy surprise’ is a clear dig at Maggi’s lead and MSG controversy. Incidentally, Patanjali Atta noodles does not have a proper license from the Food Safety and Regulatory Authority of India (FSSAI), also worms were found in a packet in Haryana.
Let the noodle wars begin!