Brand Endorser Analysis
STORY OF A BHARAT SWABHIMANI AMBASSADOR
When it comes brand endorsers/ambassadors, we often forget that there is much to brands rather than the Khan’s, Kapoor’s, Bachhan’s, our beloved cricket fraternity or whoever who has huge fan appeal. Brands die to get their product/service endorsed by them through all channels of communication. The recent case of Reliance Jio launch being congratulated by all film-stars on Twitter with a common message and with exact same punctuation marks was an apt example explaining the role a celebrity endorser plays when it comes to promotion. They do just what they are being told to do. Period.
An ideal brand endorser is the one who understands the very existence of the brand and who is deeply connected and loyal to the brand. He/she grows with the brand and not necessary it always about the money. But do such ideal endorser exists in today’s brand-competitive world?
Yes, one such endorser do exist. His name is Baba Ramdev
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After an hour of yoga, he very subtly promotes the importance of Ayurveda products and in turn his toothpaste-to-ghee portfolio of brand Patanjali. The company today has more than 400 products in FMCG category and around 200 products in form of pharmaceuticals directed to people across all age-groups. Baba Ramdev’s business empire include Patanjali Ayurved (FMCG), Patanjali Gramudyog (agricultural products) and Divya Pharmacy (Ayurveda medicines) in addition to a yoga research centre, a multi-speciality hospital, a food park and a cosmetics manufacturing unit. Patanjali (FMCG) clocked more than 2000 cr of sales in 2014 and is estimated to reach 20,000 cr of sales by fiscal 2020. Incidentally, he holds no stake in Patanjali Ayurved, 92% of the shares are held by his confidant Balkrishna and rest 8% by Scotland-based NRI couple Sunita and Sarwan
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