Three of the top 12 television advertisements in Mint’s monthly survey feature Amitabh Bachchan. The 64-year-old Bollywood icon, it appears, is a good catalyst for brand recall and awareness. The consumer enjoys the advertisement and is able to recall the brand name even if he does not always believe what Bachchan says.
All the three—Cadbury, Navratna hair oil and Binani Cement—score low on believability and claim, even though two of them have high recall.
The No.1 this month is the Rin Advanced campaign featuring Boman Irani. It scores a high of 73 in reach, coming second to Cadbury in brand recall. The two tie at 78 on awareness.
Ad reach is an average of the likeability, enjoyment, belief and faith in the claim made in the TV commercial.
The ad survey, conducted by global market research agency Synovate and supported by ad monitoring firm TV Ad Indx, covers 750 respondents in Delhi, Mumbai and Bangalore in the 18-40 age group, who have access to cable or satellite television and belong to the A and B socio-economic category. It evaluates advertisements on brand recall and awareness, besides parameters of credibility.
Responses on all these criteria are then collated to arrive at the top rankings.
The top ads were selected by averaging the score of each on awareness, brand recall and reach. The reach, in turn, was calculated by compiling the response to questions on likeability, enjoyment, whether the respondents believed the ad, and the claims made in it.
To glance through the list of top television ads in June, click here.
Brand: Cadbury Dairy Milk
Agency: Ogilvy & Mather
When a craving for something sweet seizes an unconscious Amitabh Bachchan, his spirit enters the body of a woman. The line: Jab andar se awaaz aye, kuchh meetha ho jaye (When the inner voice calls, go for something sweet) adds to the earlier “Kuchh meetha ho jaye”.
Brand: Honda Pleasure
Agency: FCB Ulka Advertising
This advertisement pitches the new scooter to rural audiences, while underlining women’s independence. Actor Priyanka Chopra plays a modern village girl who takes a prospective groom on a rough ride even as he talks disparagingly of the rustic he has come to meet.
Brand: Navratna Hair Oil
Agency: Ambience Publicis Advertising
The ad hinges on actor Amitabh Bachchan’s acting skills as a personal assistant welcoming a new manager. While giving him emergency numbers, the PA introduces the hair oil as a solution to headaches caused by increased workload and tension.
Brand: ICICI Prudential Life Insurance
Agency: Lowe Lintas
This latest TV campaign puts another spin on the brand’s line, “Jeete raho”. When a husband asks why he should take a life insurance policy only to leave money to her, his wife explains its benefits after which he signs on the dotted line.
Brand: Parle Hide & Seek
Agency: Everest Brand Solutions
Actor Hrithik Roshan, sauntering along with a packet of the biscuits in his back pocket, is offered a lift by a girl in a jeep who wants a biscuit. A look at his bag reveals dozens of packets. “Chota pack, bade kaam ki cheez (Small pack, but immensely useful),” says a voice-over.
Brand: Reliance Mobile
Agency: Leo Burnett
Riding on slick cinematography, the ad shows a montage of various shots involving coloured rain and splashes of colour. The jingle, “Baaton mein rang aaye hai jabse (Since conversation has become colourful)”, goes well with the offer of colour handsets with the mobile service.
Brand: Titan FasTrack (Trendy watches)
Agency: Lowe Lintas
The ad depicts girls bending over and even hanging upside down to catch a glimpse of a Fastrack watch clipped on to a man’s belt. The watches were designed for those who love the outdoors. The line: How many you have?
Brand:Lays Mint Mischief
The ad shows actor Saif Ali Khan meeting his friends after a summer break, and claiming that he has been attending cookery classes. To prove his culinary skills, he serves Wao bhaji—chips with pav bhaji—and impresses friends, especially a US-returned one.
Brand: Philips Water Purifer
Agency: Mudra Communications
The ad keeps to Philips’ line of “Sense and simplicity”. It shows a woman waking up at 5am to fill drinking water that varies in supply and quality. After the purifier is installed, the family is shown relaxing in the garden, while water fills.
Brand: Real Twist
Agency: Lowe Lintas
This TV ad rides on wordplay. When a girl in a restaurant asks for a twist, a man at the next table thinks she’s referring to the dance, and begins doing the twist to Aao Twist karein, while others begin dancing along. The amused girl then shows them the drink she had ordered.