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Top of the Mind Ad Survey | Winning ads have the stamp of summer

Top of the Mind Ad Survey | Winning ads have the stamp of summer
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First Published: Tue, Apr 21 2009. 12 30 AM IST

Updated: Fri, May 15 2009. 06 10 PM IST
The scent of summer brings a slew of new mango drink commercials. Perhaps natural then that the Mint-Synovate-TVAdIndx survey in March saw the Maaza ad top the list. It features a man who goes berserk listening to a politician talking about the aam aadmi—read mango man: the perfect ad for mango drinks. The TV spot had the highest ad reach index score of 84 and a brand recall of 92%.
At No. 5 is rival brand Mango Frooti, with a score of 80 on the ad reach index, while Slice Mango took the No. 12 position with a score of 75. Among the three brands, Mango Frooti had the highest brand recall at 94%.
Regulars such as Vodafone continue to find a spot among the Top 15, with one ad at No. 2 and another at No. 11. The Vodafone ad at No. 2 scored 82 on the ad reach index. The Maggi Vegetable Atta Noodles ad—No. 3 on our list—had the highest brand recall at 95%. This ad scored 89 on the ad diagnostics list.
The Bournvita Li’l Champs ad featuring tennis player Sania Mirza at No. 4 makes our expert Santosh Desai wonder if it marks a shift in strategy or if it is a case of working backwards from the celebrity. As he puts it, the ad is certainly a case of celebrity advertising redeeming itself, much better than the “preening self-congratulation of the celebrity-laden stream of advertising”.
Also Read Mint-Synovate-TVAdIndx Survey (PDF)
Summer isn’t just about mango drinks, there’s talcum powder and sun protection too. Both figure among the Top 15 ads in the survey, based on the responses of 750 consumers across Delhi, Mumbai and Bangalore. Pond’s Dreamflower Talc is at No. 7 (having scored 78 on the ad reach index), while Lakme Sun Expert Ultra Matte Mini is at No. 13, with a score of 74. Vaseline Intensive Care Healthy White’s spot is at No. 9 with a score of 77 on the ad reach index, though Desai finds the link between playing tennis well and good skin tone too far-fetched.
Also See Top Television Ads in March (PDF)
The ad diagnostic scores show a different picture. While one public service message from the Petroleum Conservation Research Association, or PCRA, topped the list with a score of 93, the second one is at No. 4, scoring 91. The second PCRA ad also scored 100 on the likeability index, a score it shares with the Britannia 50-50 ad. Both the Maaza and Slice Mango ads scored 88 on the ad diagnostics chart.
Also See Digital Directory: Online consumer trends for March (PDF)
Leo Burnett
An old man craves for mangoes in off season. He is so desperate that even references to ‘aam aadmi’ (common man) in a politician’s speech drive him mad. Sanity prevails when his son gets him Maaza. The tag line: ‘Maaza lao, aam ki pyaas bujhao’ (Bring Maaza, quench the thirst for mango).
Ogilvy and Mather
A girl and a boy are standing in a locker room, SMSing each other. The girl SMSes the lyrics of the popular 1970s Hindi film song, ‘Dhal gaya din’, and the boy messages back ‘Tak’ (imitating the sound of a shuttlecock) every time he gets an SMS from the girl. The tag line: Now Local SMS at 10 paise.
Maggi Vegetable Atta Noodles
Publicis India
An old man wants to have ‘pakoras’. His wife asks their son to tell their daughter-in-law. The son asks his daughter who sends her younger brother to her mother. The message the mother gets is to make something healthy and tasty. She prepares Maggi Vegetable Atta Noodles, which everyone relishes.
Bournvita Li’l Champs
Ogilvy and Mather
A mother envisions Sania Mirza in her little daughter as she gets her ready for school. As the girl steps out of the house, she tells mom she is forgetting something. The mother gives her Bournvita Li’l Champs to drink. The voice-over: ‘Rahein ek kadam aage’ (Stay a step ahead).
Mango Frooti
CreativeLand Asia
A montage of people from various age groups are shown drinking Frooti and they are all making a slurping sound. They like the drink so much that they can’t resist trying to squeeze the last few drops out of their Frooti bottles and tetra packs. The tag line: Why grow up.
Alpenliebe Cream Caramel
McCann Erickson
Popular cartoon characters Tom and Jerry jump out of the television screen into actor Kajol’s home to grab a jar of Alpenliebe. Kajol asks her pet crocodile to catch them. When she gets the jar back, she throws some candy into the TV screen. Tom and Jerry rush back into the screen.
Pond’s Dreamflower Talc
Ogilvy and Mather
A man is recording a wedding on his camera. He gets distracted by the fragrance of a woman. He follows her around, trying to capture her on his camera. The tag line: ‘Khushboo jo deewana bana de’ (Fragrance that will make you crazy)
Samsung Guru 1410
Cheil Communications
A woman at a railway station plays a song on her Samsung mobile. She invites people around to play ‘antakshiri’. Soon more people join in. The voice-over: ‘Ab shuru karo antakshiri leke Guru ka naam’ (Now start antakshiri with Guru’s name).
Vaseline Intensive Care Healthy White
Lowe Worldwide
A girl is reluctant to wear a skirt to her tennis matches. She is embarrassed as her skin texture is not smooth. She starts using Vaseline Intensive Care Healthy White and soon her skin is glowing. The voice-over: Keeping skin amazing since 1870.
Airtel Digital TV
Zaheer Khan and Gautam Gambhir are playing cricket with a fan. Khan bowls to the man and appeals for an LBW. The umpire concedes. Miffed, the man walks away. The voice-over: Win a chance to meet Zaheer and Gautam right in your home.
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First Published: Tue, Apr 21 2009. 12 30 AM IST