Hitherto you believed advertisements saw only beautiful faces and brand names, but then off late the definition has been changing. With Baba Ramdev popping into your screens every now and then, you must be taken aback with the amount of advertising Patanjali has been indulging in. According to latest report given by the AdExIndia, a branch of TAM (Television Audience Measurement) Media research, Patanjali is now the third major advertiser of the nation. The brand, that claims to be most organic is only behind big names like Hindustan Unilever and Reckitt Benckiser. Patanjali's aggressive ad campaigns now see the presence of some celebrities as well, including veteran actress and MP Hema Malini. From honey to now Sports shoes, the brand is venturing into everything and making sure equally to make good use of the media platform. The ads that are focused on the goodness of the product often compare Patanjali products with other ones in the market. Beating Cadburys India to the third slot, Patanjali's TV advertisements totalled to 4,524 hours against the massive ones of HUL for 29,998 hours. This also brings the revenues Patanjali is generating and hence spending at these campaigns. However, the makers contribute it all to their negotiations tactics. ''We are buying the ad-slots at much cheaper rates with hardest possible negotiations. Our ad spending is less than 2-3% of our total turnover,'' Acharya Balkrishna, co-founder of Patanjali Ayurved was reported telling HT. While the expenditure at advertisements were not divulged, it is expected to be huge considering Rs 4,595 crore of HUL.