100 Business Strategies: Lessons from an ad and Patanjali's success

In a memorable toothpaste commercial, a boy and girl exchange smiles, revealing gleaming white teeth that symbolize blossoming love.

This ad captures viewers with its emotional appeal, making it unforgettable. The toothpaste claims to whiten teeth, but the love story is what captivates the audience, elevating their emotional connection.

The ad illustrates how emotion, rather than plain facts, can be a powerful marketing tool. It highlights the psychological strategy of branding, where entrepreneurs craft narratives that shape consumer perception.

Rather than leaving room for personal interpretation, the ad implants a pre-planned story in the viewer's mind, creating a lasting brand image.

What should my ad evoke in your mind? 

An ad should evoke a specific, pre-planned image in your mind, shaped by the brand's storytelling.

Rather than leaving you to form your own opinion, the brand creates a narrative through what you read, hear, see, and experience, embedding its desired image deeply within you, eliminating the need for personal interpretation.

The art of branding as a power play

Branding is a strategic power play in an unpredictable market. Success depends on the ability to quickly and cleverly dominate.  New brands must enter the market swiftly, while weaker ones exit.

Patanjali: From tradition to trendsetter

Patanjali is a prime example of a brand that has mastered this art, quickly capturing the Indian market by blending tradition with modern marketing.

Patanjali, as a brand, swiftly dominated the Indian market by integrating Ayurveda's allure with traditional roots, setting itself apart from other Ayurvedic brands.

Its success lies in leveraging India's cultural heritage for strategic brand positioning, making a significant impact on the market. Let us examine how Patanjali did this.

1. Cultivating tradition as a trend: Patanjali doesn't just sell products; it promotes a lifestyle rooted in tradition. By positioning itself as a guardian of ancient wisdom, Patanjali aligns its products, like Danta Kanti toothpaste, with the cultural heritage of Ayurveda, weaving an emotional narrative akin to the love story in the toothpaste ad.
2.  Affordable quality: Patanjali challenges the notion that quality comes at a high price, offering affordable Ayurvedic products that appeal to cost-conscious consumers without compromising quality.
3. Health and wellness leadership: Patanjali presents itself as a leader in health and wellness, appealing to a generation that values well-being. Its authentic product range reinforces this positioning.
4. Unconventional brand ambassador: Unlike competitors, Patanjali chose Yoga guru Baba Ramdev as its brand ambassador. His authenticity and association with Yoga and Ayurveda clarified the brand's message, resonating with consumers.
5. Global aspirations: While grounded in Indian tradition, Patanjali has expanded globally, positioning itself as an ambassador of Ayurveda and tapping into international markets. 

Patanjali's success is rooted in authentic branding that stays true to marketing fundamentals, bypassing gimmicks. Its name naturally arises in discussions on brand positioning, exemplifying how strategic storytelling and cultural resonance can elevate a brand.

(The author, Dr. Sudheer Babu, is an entrepreneur, writer, poet, and management consultant. He is the founder and managing director of Kochi-based De Valor Management Consultants Private Limited. Email: [email protected])