A day after the Supreme Court directed Patanjali Ayurved Limited to refrain from publishing advertisements promoting products intended to address ailments and diseases prohibited under existing rules, the brand published an ad in today’s Times of India newspaper, which reads, ‘Adopt Patanjali and Save the Nation from Economic and Cultural Loot.’
Contrary to the practice of ad campaigns promoting their product and brand value, Patanjali has chosen to connect with the consumers in a contradictory path aligned with provocative Nationalism. Though the creative didn’t target any particular competitor brand, the choice of words triggers the users to assume that all other brands in the category are involved in the act of Economic and Cultural loot. It is not sure yet, any competitor brand took cognizance of the offensive nature of the ad campaign.
Earlier, Contempt notices were served to Patanjali Ayurved Limited and its director, Acharya Balakrishna, by the apex court on 27th February for violating a November 2023 order that restrained the company from making any disparaging statements against modern medicine.
The order was issued by a bench comprising Justices Hima Kohli and Ahsanuddin Amanullah. The decision came after the Indian Medical Association (IMA) presented advertisement materials to the court. The IMA had initially approached the court in 2022, seeking action against Patanjali for derogatory remarks against allopathy and modern medicine, as well as for making misleading claims about curing diseases, which is against the law.
