Maharishi Ayurveda is a health and wellness company that offers a wide range of supplements and personal care products based on ayurvedic practices. Its offerings are geared towards bolstering general health, immunity, sleep quality, and more. Founded in 1986, Maharishi Ayurveda now supplies its diversified product range in India, Europe, Australia, the United States, and many other international markets.
Goal: Increasing sales of their latest toothpaste – Ayurdent
With the rise in demand for traditional health and wellness products, the ayurveda space is heating up. The brand wanted to highlight and promote one product in particular – the Ayurdent toothpaste. To give its product an edge, the focus had to be on its USPs, including herbal formulation, ancient ayurvedic practices, and price range.
Observation: Influencer marketing and focus on USPs
Most Indian consumers view day-to-day personal care products as habitual, which means that they usually have strong preferences and rarely stray from their choices.
That’s why in a category such as toothpastes, word-of-mouth promotion works better than traditional push marketing. Instead of digital ads, we believe that influencers play an even more vital role in persuading potential customers to resist inertia and try out new products, simply due to their loyal following and perceived expertise.
Maharishi Ayurveda’s Ayurdent toothpaste was featured in an influencer’s YouTube video, in which it was ranked among the top 10 toothpaste products with a reasonable price tag. The video soon went viral and grabbed eyeballs all across the country. In just a few weeks, Ayurdent was in high demand across all major ecommerce marketplaces including Amazon, Flipkart, and the Maharishi Ayurveda website.
Impact: Boost in page views, units, and sales
Due to the impact of the influencer video, the product’s contribution to the brand skyrocketed instantly, without seeing a sharp decline in demand in the following eight weeks. In this duration of eight weeks, Ayurdent’s:
- Page views for the product increased 98x
- Sales saw a significant jump of 54x
- Contribution to the brand’s overall sales increased from 2.35% to 68.51%