Television commercials promoting Reliance Netconnect—the wireless Internet connection for laptops and desktops— clinched four of the top 10 spots in the Mint-Ipsos-TVAdIndx survey for June, but Cadbury Oreo emerged by far the No.1 ad for the month.
Reliance Netconnect ads ranked second, fourth, fifth and seventh in the survey. Cadbury Oreo, a sandwich biscuit that combines a dark chocolate cookie and vanilla cream, was the winner of the month on all parameters.
The ad for Cadbury Oreo, claimed by its makers to be the world’s top-selling biscuit, scored 72 points on the ad reach index that measures awareness and brand recall among consumers, while the No. 2 ad had 61 points.
The remaining five spots were grabbed by ads promoting brands spread across different segments—Tata Docomo 3G Life (telecom, No. 3), TVS Scooty Pep+ (two-wheelers, No. 6), Hyundai i10 (cars, No. 8), Maggi (food, No. 9) and Garnier Skin Naturals Light Moisturizing Cream (personal care, No. 10).
The assortment of ads that took the honours on the ad reach index contrasts with the outcome of the ad survey for May, when commercials featuring Amitabh Bachchan or Abhishek Bachchan, Bollywood’s father-son duo, pocketed eight of the 10 places. From the May lot, only one brand finds a place in the June survey—Tata Docomo 3G Life, which has moved up six places.
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The Oreo ad also topped the scores in the ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyability and believability. Ads for Reliance Netconnect took three places on the ad diagnostics index (Nos. 3, 6 and 9) and TVS Scooty Pep+ took two spots (Nos. 7 and 8). In second place was an ad for PureIt, the water purifier from the Hindustan Unilever Ltd stable.
Ads for Tata Docomo 3G Life, Hyundai i10 and Garnier Skin Naturals Light Moisturizing Cream cornered the remaining three places in the ad diagnostics list.
The survey polled 756 respondents in the higher income groups in the 18-40 age group in New Delhi, Mumbai and Bangalore.
A little girl is teaching her teddy bear the way she likes to eat her biscuits: twist them, separate the halves, lick them, dunk them in milk and wolf them down. Her father sees her playing and hides behind the teddy, putting out his arms out to enact the bear’s part. The girl isn’t fooled for a second but she plays along happily—till her father reaches blindly for the glass of milk. She moves the glass, eventually guiding his hand to it, but grabs the biscuit before he can. Tag line: Only Oreo.
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