The strategy is to target young people in urban areas —a segment where Patanjali has not really seen the kind of success it has seen in other segments. ALSO READ | Inside Baba Ramdev’s Patanjali empireThere are two things that set apart Patanjali’s sponsorship focus. His participation, which ensures higher viewership given his following, could help Patanjali bag sponsorship deals at lower costs, experts say. They add that Patanjali could be spending up to a fourth of its advertising and promotional spends on sponsorships. “Patanjali has been built on Baba Ramdev’s personal charisma.

Source: Mint January 25, 2017 20:58 UTC