September’s best on-air advertisement was the Kurkure commercial. In the run-up to the festive season, the ad, helped by actor Juhi Chawla, was the top scorer at 75 on the ad reach index, with a brand recall of 96%.
There are two runners-up this time—the Boost commercial featuring cricketer Sachin Tendulkar and the Pears ad. Both scored 73 on the ad reach index, with 95% brand recall.
Also See Top-runners (Graphics)
Thirteen of the ads in the top 15 list in the Mint-Synovate-TVAdIndx survey in September belong to the consumer goods category—which boasts of one of the biggest advertising budgets.
Lowe Worldwide’s work on four ads—Clinic Plus, Active Wheel Bar, Pepsodent Germicheck and Fair & Lovely, all Hindustan Unilever Ltd brands—gets due recognition in the survey, which gathers the voices of 852 randomly chosen consumers across New Delhi, Mumbai and Bangalore.
Also Read Previous Top of the Mind Ad Survey stories
Clinic Plus (which saw another of its ads get the top rank in August) is at No. 4, with an ad reach score of 65. At No. 6 is the Active Wheel Bar commercial, scoring 63 on the ad reach index. The Pepsodent Germicheck spot is at No. 11 and Fair & Lovely is at No. 12.
The Active Wheel Bar and Clinic Plus ads also find place in the top 15 ad diagnostics list.
The Pepsi MyCan ad is at No. 7, with a score of 61 on the ad reach index. The ad has a bunch of cricketers pitting their talent and wit against some young boys. Actor Aamir Khan features in two ads—Coca-Cola (at No. 13) and Parle Monaco (at No. 14).
The Horlicks ad at No. 5 sees a different set of celebrities—former athlete Shiny Wilson and others—extolling the virtues of the health drink. It has 94% brand recall, with an overall score of 64.
The ad diagnostics list is led by a Hindustan Times ad which has an overall score of 98, with respondents giving it 100% on likeability, enjoyment and believability, the softer parameters (the Hindustan Times is published by HT Media Ltd, which also publishes Mint).
1. Kurkure
JWT
The doorbell rings. A man opens the door but finds nobody there. It rings again. Irritated, he opens the door to find actor Juhi Chawla, dressed as a child. She ties his shoelaces and runs off. Livid, he chases her, only to trip. The tag line: Full tedhapan in chhota pack (Full quirkiness in a small pack).
2. Boost
JWT
Cricketer Sachin Tendulkar and a boy are skipping. Tendulkar stops after some time; the boy continues, showing no signs of flagging. Tendulkar is amazed at the boy’s stamina. The boy’s mother says he drinks Boost every day. The voice-over: Boost is the secret of our energy.
3. Pears
McCann Erickson
A mother is bathing her little daughter. To keep the child entertained, she sings to her tales of Babar, Humayun and Akbar. By the end of the bath, the girl has the history down pat. The tag line: Masoom twacha, masoom rishte (Delicate skin, innocent ties).
4. Clinic Plus
Lowe Worldwide