Patanjali:

Rides on the name of Baba Ramdev who had popularity in millions popularizes the brand through his
yoga camps. He built trust amongst people through teaching yoga nd then launched his brand to ensure
that it sells on his credibility.

The ads laid out on televison focus on a lot of relationships within them. For e.g- the ad for Patanjali
Noodles had everyone from dadi to kids savouring them  connoting safe for consumption. Some
observations:

 Heavily advertises on TV
 Use of vibrant colours in TVC’s
 Use of related imagery on products  usage of wheat grains in Atta Maggie to establish
relationship and trust
 Also establishes trust through its distribution channel  extensive distribution with own stores
in most cities that instill a feeling of trust amongst consumers that they can reach out to the
stores in case of any problem in the product
 A yogi selling products  strengthens trust as he is considered an influencer in the healthy
lifestyle category and his products elude ‘safety’ and ‘chemical free’ cues

Recently diversified into Patanjali Paridhan with a ‘cool’ TVC

After storming the grocery and FMCG categories, Patanjali ventured into apparel category which is very
tricky and different from the usual atta, shampoo stuff. First, the target audience is very different. The
young generation knows what’s in fashion, what is considered cool. So, Patanjali needed altogether a
very different and fresh communication to make their brand appealing to new consumers. While their
earlier marketing was focused around swadeshi theme, the same won’t work with apparel in its original
avatar. The first noticeable things is the use of vibrant color and wonderful music.

It is noticeable how the element of ‘trust’ has changed in the 2 TGs. To appeal to the youth, it is all about
individuality and self-centered approach versus family values and relationships.