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.
ArchnaK. C. (2018). Arrogant or ignorant? Patanjali’s ad says dark complexion is a ‘skin ailment’. Retrieved from https://www.indiatimes.com/culture/arrogant-or-ignorant-patanjali-s-ad-says-dark-complexion-is-a-skin-ailment-337311.htmln-ailment-337311.html
2.
Business Today, (2017). Baba Ramdev is just the face, it’s Acharya Balakrishna who is behind Patanjali’s Rs 10,561 cr turnover. Retrieved from https://www.businesstoday.in/current/corporate/baba-ramdev-acharya-balakrishna-patanjali-ayurveda-turnover/story/251462.html
3.
IraniD. (2018). Breathe in, breathe out: Patanjali ad scandals. Retrieved from https://brandequity.economictimes.indiatimes.com/news/advertising/breathe-in-breathe-out-patanjali-ad-scandals/62627874
4.
India Brand Equity Foundation. (2020). FMCG industry in India. Retrieved from https://www.ibef.org/industry/fmcg.aspx
5.
MehtaA. (2018). ‘As if he is super-white’: Twitter trolls Baba Ramdev after Patanjali’s beauty cream ad goes wrong. #Twitterati troll Patanjali’s viral ad calling ‘dark complexion a skin ailment’. Retrieved from https://www.ibtimes.co.in/baba-ramdev-super-white-twitterati-troll-patanjalis-viral-ad-calling-dark-complexion-skin-756230
6.
MitraS. (2016). Inside Baba Ramdev’s Patanjali empire. Retrieved from https://ww.livemint.com/Companies/hLEBBx17cFY5rPjTjmIP9O/The-Patanjali-story.html
Patanjali Ayurved Limited. (n.d.) Retrieved January 2020 from India. Retrieved from https://www.patanjaliayurved.net/about
9.
SrivastawaV. (2018). Patanjali receives flak for calling dark complexion a skin ailment, Baba Ramdev clarifies the advertisement as wrong translation. Retrieved from http://www.india.com/buzz/patanjali-receives-flak-for-calling-dark-complexion-a-skin-ailment-baba-ramdev-clarifies-the-advertisement-as-wrong-translation-2835896/
10.
SinghN. (2017). HC asks Patanjali to pull down ad targeting Hindustan Unilever’s soaps. Retrieved from http://www.adageindia.in/marketing/news/hc-stops-patanjali-ad-targeting-hindustan-unilevers-soaps/articleshow/60391116.cms
11.
Social Mention. (2018). Patanjali skin ailment. Retrieved from http://socialmention.com/
12.
The Economic Times. (2018). Patanjali plans to overtake HUL by next year, not weighing IPO. Retrieved from https://economictimes.indiatimes.com/articleshow/62532371.cms?utm_source=contentofinterestandutm_medium=textandutm_campaign=cppsthttps://economictimes.indiatimes.com/industry/cons-products/fmcg/page-1-patanjali-plans-to-overtake-hul-by-next-year-not-weighing-ipo-_-1000-crore-online-sales-target-this-year/articleshow/62532371.cms
13.
The Indian Express. (2017). VIDEO: Patanjali’s latest cosmetics ad is all shades of sexist, and cringeworthy. Retrieved from http://indianexpress.com/article/trending/voice/patanjali-saundarya-latest-ad-sexist-is-all-shades-of-sexist-and-cringeworthy-4520709/
14.
The Times of India. (2016). Patanjali rapped for misleading hair oil, other ads. Retrieved from https://timesofindia.indiatimes.com/city/delhi/Patanjali-rapped-for-misleading-hair-oil-other-ads/articleshow/52450695.cms
15.
Twitter. (2018a). No Baba Ramdev… ‘dark complexion’ is not a skin ailment. Did Tarun Vijay write your ad? Retrieved from https://twitter.com/beastoftraal/status/950206828473798657
16.
Twitter. (2018b). Baba Ramdev thinks ‘dark complexion’ is a skin problem and he wants you to buy his beauty cream to treat that skin ailment. Retrieved from https://twitter.com/dhruv_rathee/status/950300487798181889?ref_src=twsrc%5Etfwandref_url=http%3A%2F%2Findianexpress.com%2Farticle%2Ftrending%2Ftrending-in-india%2Ftwitterati-left-fuming-as-ramdev-babas-patanjali-ad-calls-dark-complexion-a-skin-ailment-5016676%2F
17.
VermaA. (2018). Uh, Oh! Patanjali thinks dark complexion is a skin ailment. Retrieved from https://www.news18.com/news/buzz/uh-oh-patanjali-thinks-dark-complexion-is-a-skin-ailment-1625979.html
