Baba Ramdev pitching the Patanjali line

After leading as the most Buzziest Brand of the year 2017, Patanjali has scored a new height after being the most popular FMCG brand.

Well,

“Iss noodle mein kya hai, kya hai? Iss noodle mein kya hai?”

Kabhi aapne socha ki Baba Ramdev ne apne #PrakritiKeAshirwad ko itna zyada kaise phailaya?

To quote it right, it is – “Yog evam Karmayog ka mahasangam” – meaning, Patanjali is the byproduct and combination of Yoga & Yoga of Action i.e., Acharya Balkrishna is the marketing brain behind Patanjali products, as he understood that the public has rave reviews of and faith in Baba Ramdev. Therefore, anything offered by him, is sure to bring health benefits purely based on the rewarding experience they’ve had from Baba Ramdev.

As rightly quoted by Baba Ramdev, –

“The aim of Patanjali is not to make money, but help fuel the yoga and education revolutions.”

It’s a surprise, how Patanjali became one of the strongest competitors of Maggi!
While Nestlé was being subjected to questions about Maggi Masala packet contents; Patanjali wittily carried its tagline – “Iss noodle mein kya hai?” while introducing their FMCG brand as, Patanjali Atta Noodles.

On one hand, #MaggiControversy flooded the entire nation with a question mark on the age-old trust & faith on its beloved Maggi Noodles and on the other hand, the newly launched FMCG brand, Patanjali had started gaining people’s trust. Reason: Baba Ramdev was a strong competition of faith & trust against Maggi. He had a stronger brand identity, especially during the #MaggiControversy.

In layman terms, it can be said that #PrakritiKeAshirwad se Yoga guru-turned-businessman Baba Ramdev’s Patanjali Ayurveda Ltd, has had a meteoric rise in demand, fueled by the Swadeshi approach. In addition, this Swadeshi approach has challenged established MNCs by opening up a large market for Ayurvedic and Herbal products.

How did Patanjali influence the Indian market?

From the time slot on Aastha Channel to getting his own channel, Baba Ramdev slowly rose to fame for his knowledge and expertise in Yoga & Ayurveda. In no time, India dived into the Ayurvedic teachings of Baba Ramdev and adopted them simultaneously.

With time, Baba Ramdev and Acharya Balkrishna established the foundation of Patanjali Yogpeeth and finally today, they have together launched, Patanjali Ayurved – the fastest-growing FMCG brand in India. All this by promoting Baba Ramdev’s experience with a positive aspect of Swadeshi and #PrakritiKeAshirwad approaches for their range of Ayurvedic and Herbal products.

In all, one can say that Patanjali is nothing but marketing the experience of Baba Ramdev and his ideology of Ayurvedic and Herbal products or one can rephrase that Acharya Balkrishna has set the foot of Patanjali in the market using experiential marketing of Baba Ramdev and his ideology of #PrakritiKeAshirwad.

For starts, Experiential Marketing is all about a brand creating an experience for its consumers. Influencing the mind and lifestyle of the consumer by engaging his/her 5 senses and thereby giving them an experience to remember, a memory to take back with them.

Whenever you enter in Patanjali Mega Stores, you’ll find doctors readily available at the consumer’s disposal, providing free counseling, sampling and all ayurvedic medicines at nominal costs. In short, an experience of Patanjali services resonates with a similar experience of Baba Ramdev’s Yoga Shivir, which had brought him in media’s attention.

That whole experience of Baba Ramdev was based on, ‘Word-of-Mouth’ only. People found that the experience was good and one thing led to another. One may call it as, fan following of Baba Ramdev increased purely based on his Yoga and Ayurvedic experience.

Therefore, it can also be said that, Baba Ramdev strategically prepared a market base for his Ayurvedic and herbal products through his experience sharing of Yoga that today has cultivated into an FMCG brand, Patanjali along with the help of Acharya Balkrishna.

#PrakritiKeAshirwad se Swadeshi ki chhaap chhodke Patanjali has created a niche for itself in the consumer’s life and in the market as well – all with the application of experiential marketing!