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Patanjali conspicuous by protracted absence in top 10 TV advertisers' list

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BENGALURU: Until week 26 of 2017 (Saturday 26 June 2017 to Friday 30 June 2017) Baba Ramdev’s Patanjali Ayurved was among the top 10 advertisers on television in Broadcast Audience Research Council of  India (BARC) weekly list of top 10 advertisers across genres each week. Weeks 27, 28 and 34 saw the company missing from BARC’s list and then the company made a reappearance in the list in week 35 of 2017 (Saturday 26 August 2017 to Friday 1 September 2017) at rank 7 with 19,121 weekly ad insertions. After week 35, Patanjali has been missing from the top 10 advertisers list for 3 weeks, the longest period in 2017 as yet until week 38 (Saturday, 16 September 2017 to Friday, 22 September 2017).

This is the festival season in India and advertisers and brands have increased the tempo and the noise on television as mentioned by us earlier. This period is considered auspicious for purchase of apparel, consumer durables, automobiles and of course – the Indian women’s favourite – jewellery. Often, a major portion of annual sales targets for brands are achieved during this short period. A big bulk of annual advertisement and marketing budgets are splurged during this season. Discounts and offers are touted by advertisers to entice buyers. Television is the major medium used by most advertisers to convey brand messages, and viewers are bombarded with ads selling various products and services around and during the festival season..

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A number of advertisers have increased weekly television ad spots, but Patanjali seems to have failed to keep up with its peer advertisers. It is not as if it has stopped advertising. Baba Ramdev’s smiling and sometimes serious face as he passes on various brand messages is still very much a part of the company’s television commercials. Please refer to the figure below for details of the Patajali’s television ad insertions when it was a part of the top 10 advertisers list in 2017.

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With Ecommerce and mobile wallet players announcing their annual season sales at almost the same time, one more advertiser joined the list of 27 advertisers that were present in the top 10 advertisers list during the first 38 weeks of 2017 – this is the India Ecommerce giant Fliptkart.com.

A total of 28 advertisers have found themselves in the weekly top 10 advertisers lists between weeks 1 and 38 of 2017. They are: Hindustan Lever Ltd; Reckitt Benckiser (India) Ltd; Cadburys India Ltd; Brooke Bond Lipton India Ltd; Patanjali Ayurved Ltd; Procter & Gamble; ITC Ltd; Colgate Palmolive India Ltd; Super Cassettes Industries; Smithkline Beecham; Amazon Online India Pvt Ltd; Coca Cola India Ltd; Ponds India; Godrej Consumer Products Ltd,; Vini Product; Marico Ltd; Pepsi Co; Lalitha Jewellery; Johnson & Johnson Ltd; Godrej Sara Lee Ltd; Bharatiya Janata Party; Dabur India Ltd; Emami Limited; TVS Motor Company; Bharti Airtel Ltd; Jyothy Laboratories Ltd; Procter & Gamble Home Products and Flipkart.com.

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