Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

Vinod Kumar, Vandana and Moulik Wason

FIIB Business Review, 2021, vol. 10, issue 4, 352-356

Abstract: On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

Keywords: Patanjali Ayurved Limited; skin ailment advertisement; crisis management; marketing communication strategy; Baba Ramdev (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:10:y:2021:i:4:p:352-356

DOI: 10.1177/2319714520925179

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