Patanjali to start working with celebrities as brand ambassadors for first time
Ayurvedic health, beauty, and personal care brand Patanjali plans to begin working with celebrities to endorse its products for the first time to increase its reach.
As Patanjali works towards making its companies debt-free in the coming three to four years, it is working on increasing its customer base. By enlisting as-yet unnamed celebrities from the worlds of film and sport, the brand aims to use their influence to gain new customers, ET Bureau reported.
“For the first time we have decided to rope in celebrities like actors, cricketers who have a big fan following to promote Patanjali and Ruchi Soya brands to increase the reach of our products,” Patanjali founder and brand head Ramdev told the Economic Times in an interview. “We are in the process of signing the contract with one cricketer and one Bollywood celebrity which will be finalised in the next few days.”
To date, Baba Ramdev has been the sole face of the brand, appearing in its marketing campaigns and even on certain packaging. Ramdev has been outspoken on numerous topics and recently had to assert that he is not against modern medicine following a controversy with the Indian Medical Association.
The business is also working on transforming its acquisition Ruchi Soya from a commodity company to a fast-moving consumer goods company. Patanjali is confident this move will turn it into a market leader in the nutraceutical business within the coming five years.
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