Advertisement · Brand value · Marketing

Defining a brand


Well! There isn’t much needed to introduce the brand ‘Patanjali’. Even though you’ve never tried any of their products, I’m very sure you must have come across their billboards or ads.

Patanjali is a rapid growing Indian fmcg* brand. I call it rapid because the revenue of the company has grown from 160 cores in 2009-10 to a whooping 10,000 plus crores in 2016-17. Patanjali’s CEO Acharya Balakrishna is now one among India’s richest men, 25th richest to be precise with an estimated wealth of 25,000 crores.

So how did Patanjali become such a big brand in a short span?! The media presence of Patanjali is one worthy factor. Patanjali is majorly known by Baba Ramdev’s endorsement. Yes, the winking yoga guru. Interestingly, Ramdev doesn’t hold any stake in Patanjali Ayurveda Ltd. With the widespread media presence and with targeted local marketing, Patanjali has already taken on the likes of Unilever.

You must have witnessed the emerging preference among people for Ayurveda and natural products. Patanjali has used this to the maximum. Most of their advertising campaigns are against foreign products and about promoting local made natural ones.

With ‘Make in India’ campaign and a strong supporting government at the Center, Patanjali is really reaching places.

*fmcg – fast moving consumer goods

Social media

Being Social

SocialMediaMarketingYou must be reading this post in your smartphone or your PC from a shared post through Facebook or Whatsapp. Have you ever wondered how much time you spend on social networks everyday? Well, a study says Teens spend around nine hours a day on social platforms. Too much you think?!

An average person spends nearly  two hours(116 minutes) on social media everyday. This beats time spent on eating, drinking, socializing (actual socializing), and grooming. But this is well behind the time spent on conventional media – the TV. With growing consumption of data and digital media through social platforms, we can assure that the social media will surpass the conventional media.

Youtube comes in first, consuming over 40 minutes of a person’s day. Next comes Facebook consuming about 35 minutes. Snapchat and Instagram come in next with 25 minutes and 15 minutes per day respectively.

To be noted, Whatsapp is not taken into consideration as it more of personalized rather than socializing.  The point is not about the time being spent on social media platforms but about how we spend it.

We are in a transit: Social animal => Social media animal!





Impact of advertisements


You walk on a road; ride on a bus; book a taxi and you notice advertisements bombarded at you. Some you notice and some you don’t. To be honest, most are not intended for you.

Advertisements are for promotion of goods and services say old school definitions. But advertisements are to motivate you emotionally so you start investigating about the particular commodity.

So where we stand! You may hate advertisements; skip ads on Youtube and remote across TV commercials. But reports speak different. A study says that a person gets exposed to 362 ads per day on an average. This is of “ads only intentional” whereas brand and advertisement “exposure” account to 5000+ per day as per study. So out of the 362, the ads that make an impression account to 12.

12 ads make an impact in your day-to-day life. So next time when you come across an ad just imagine the psychological impact of the ad on you. Advertisements are not just fillers; they actually make up a program or a project.

A modern day definition for an advertisement can be “Advertisement is the atom of the business world”. Break down any corporate process, it comes down to advertisement.