The top three positions in the Mint-Synovate-TVAdIndx survey in June all go to ads from cellphone operators. Idea’s ‘Walk while you talk’ commercial has been rated as the best on-air advertisement, followed by Airtel and Reliance Mobile at No. 2 and No. 3, respectively, by the survey, which gathers the voices of 750 randomly chosen common consumers across the metros of New Delhi, Mumbai and Bangalore.
By this time we all know that Indians love to talk, and definitely on the cellphone—given the burgeoning user base—and it is this simple aspect that Idea has turned into a health advisory. Coming after last year’s campaign on rural education and empowering the ordinary citizen through the cellphone, this commercial has been lapped up by audiences, scoring 80 on the ad reach index. The ad boasts 95% brand recall among respondents, while brand awareness stands at 84%.
The Airtel ad featuring actor Shreyas Talpade takes up the socially responsible theme, scoring 74 on the ad reach index. However, our expert Santosh Desai isn’t too happy with Airtel’s attempt to make a connect with “a proposition of national significance”.
Also See Top Television Ads in June (Graphics)
Reliance Mobile at No. 3 and Virgin Mobile at No. 12 take a different route, talking about the specific features of their respective cellphone services, scoring 71 and 45 on the ad reach index, respectively.
Suprisingly, Idea is nowhere on the top 15 ad diagnostics list and Reliance and Airtel just manage to be among the top 15 ads. Compaq laptops tops the ad diagnostics list with a score of 98, getting 100% on the enjoyment index.
Our fondness for talking is also highlighted by the Centre fresh Ice commercial, at No. 11. It shows people jabbering at the most inappropriate places.
As Sonia Bhatnagar, vice-president and senior creative director, JWT India, says, “The marvellous different localized accents, the casting, the music treatment, the performances… It’s so true of us Indians.”
A news anchor asks Abhishek Bachchan, playing a doctor, whether technology has made people unfit. He advises people to walk while they talk on mobile phones. The idea catches on and soon, people start losing weight. With people getting fitter, Bachchan loses all his patients. Tag line: Walk when you talk.
Actor Hrithik Roshan reminisces about old friends and teachers and decides to call them immediately from his Reliance mobile. His friends are overjoyed on hearing from him. He also calls up an old lights man in the studio, who is overwhelmed to hear Roshan thank him. Tag line: Don’t just think. Go for it.
Shah Rukh Khan answers a little girl’s questions about the night sky and the stars as he talks about Dish TV. As she searches for her star, he tells her to wish on the farthest one. Tag line: Wish karo. Dish karo (wish more with Dish).
A woman SMSes “goodnight” to her boyfriend. He drives his Hero Honda bike to her house to reply. As soon as he reaches home again, he gets another SMS from her, and rides back. Tag line: Hero Honda gives so much mileage that nothing comes between love. Fill it, shut it, forget it. Dhak dhak go.
A woman is making ‘lassi’ for her husband. Actor Juhi Chawla adds Rooh Afza to it. Pleased with the taste, he starts massaging his wife’s feet in appreciation. The tag line: Rooh Afza ‘milao kuch naya banao’ (mix Rooh Afza and create something new).
A boy meets cricketer M.S. Dhoni in a lift and begs him to say “Hi” to him in front of his friends. Dhoni thinks it’s illogical, but Masala Masti inspires a change of heart. When the lift stops, Dhoni says “Hi” to the boy, who dismisses him, trying to impress his friends. Tag line: Be a little “Dillogical”.
Actors Salman and Sohail Khan pester an air hostess: Why do people like Chlor-mint? She pushes them off the plane. Salman has a parachute, imitative Sohail doesn’t. Tag line: ‘Bina tayyari ke dobara mat poochhna’ (Be prepared before asking again).
Shreyas Talpade, playing a newly elected MP, is about to debut in Parliament. His father calls him, telling him to make the voice of the masses heard. Talpade is reassured that he is not alone in his journey. Tag line: ‘Atoot bandhan, atoot network’ (Unbreakable ties, unbreakable network).
Ogilvy and Mather
A man finds a genie and wishes for a house. The genie grants him a mansion; he prefers a small house. On wishing for a wife, the genie gets him a ‘modern’ woman; he prefers a traditional one. He asks for a bike; by now, the genie is convinced he would prefer an ordinary one to a Bajaj XCD. And he does.
A quarrelling couple makes up after drinking Rooh Afza. Lost in each other, the man reverses the car and it ends up hanging off a cliff. Tag line: ‘Rooh Afza ne lemon ko chhua, toh aise hua’ (when Rooh Afza’s mixed with lemon, this is what happens).