Patanjali Ayurved Ltd. is going digital big time. In collaboration with Google and Facebook, Patanjali is for the first time investing in advertisements tailored for online audiences, hoping to reap bigger dividends than its campaigns in the print and electronic media
Patanjali began with its online promotion from February and within five months; it has become the fifth most sought after brand online.
By June, views for Patanjali on YouTube climbed to 15 crore from 30 lakh.
The response by the online audience to Patanjali proves the very strong association of the users with the brand. It goes on to show that the brand is future-ready and will go beyond the three Ms: metros, millennial and males- Vikas Agnihotri, Industry Director, Google India.
The other online platform where Patanjali fared well is Facebook. Patanjali claims to have connected well with the youth online.
Reducing the usual 30-second ad duration to six seconds for the Facebook audience and holding live interaction with audiences during product promotions have earned Patanjali a positive buying response.
Google and Facebook have chalked out a plan to take the company to untapped customers.
Patanjali has created an advertising narrative in local languages for Andhra Pradesh, Kerala, Tamil Nadu, Karnataka and Telangana.
By identifying the right demographic and location for any brand, Facebook is able to target specifically on the right audience.
In the run-up to Independence Day, Ramdev, who has more than 8.6 million followers on Facebook, will reach out to Patanjali’s online audience and ask them to shun the offerings of foreign companies and encourage the use of swadeshi products.
