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Top of the Mind Ad Survey | Kit Kat breaks in at the top

Top of the Mind Ad Survey | Kit Kat breaks in at the top
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First Published: Wed, Sep 29 2010. 07 39 PM IST
Updated: Wed, Sep 29 2010. 07 39 PM IST
An entirely fresh set of commercials topped the charts in August. In line with the July trend, only two ads among the top 10 promote the same product: Star Cricket—Airtel.
Food brands did well in August, with ads for Nestlé Kit Kat and Kurkure Masala Munch taking the top two positions, according to a Mint-Synovate-TVAdIndx survey. Pizza Hut is at No. 6 and Kellogg’s Chocos at No.10.
Although ads for telecom services have been dislodged from the peak, they still occupy four of the top 10 slots.
The survey covered 773 respondents from high-income groups in New Delhi, Mumbai and Bangalore. Overall scores of the top 10 ads on the reach index—which measures awareness and brand recall—are better than July. On this index, three ads in August went past 80, compared with one in July.
There were two ads in July that scored below 60 in terms of awareness; the lowest score in August is 61—for a Star Cricket—Airtel ad.
But brand recall for the top 10 ads in August is poorer than in July. All the July ads scored above 90 on this count; August has four ads below 90—two scoring in the 80s and two more in the 70s.
Scores on the ad diagnostics index—which measures the softer features of ads, such as likeability, enjoyment and believability—are more moderate than July. Overall scores are in the 59-79 range in August, compared with 53-81 the previous month.
The ad for Nestlé Kit Kat tops this index too, followed by Pantene and Star Cricket—Airtel.
The survey shows the top ads in August were more enjoyable, with six of them scoring above 70 on this count compared with one in July. However, they were less believable than the commercials in July. Six August commercials score below 60 in terms of believability—there were just three such ads in July.
Nestlé Kit Kat
JWT
A young man, enjoying a Kit Kat in a park, spots a male squirrel serenading a female squirrel and offering her nuts, singing the Hindi film song Kaate nahin katate yeh din, yeh raat... His friend, busy working on his laptop, misses the magical moment. The tag line: Kit Kat break banta hai.
Top Ads
Brand Description
3. Pantene
Relaunch . Shampoo bottle with question mark on it . Mystery Shampoo . Shilpa Shetty speaks about hair growing strong from within after trying new pantene shampoo resulting in less hairfall . Neha Dhupia had dry, dull hair but using Pantene made har hair shiny and vibrant . Katrina Kaif shows her long hair . No split ends ..
4 Star Cricket -Airtel Sponsor
Airtel Champions League Twenty20 2010 . Starts 10th September . Andrew Symonds in bathtub plays with duck and sings - bheege hoonth tere.. . Amitabh Bachchan provokes him by saying things about the teams that he supports . Red Backs and Bushrangers -Teams from Australia . Ab hoga asli Muqabla . Muqabala .
8 Star Cricket -Airtel Sponsor
Airtel Champions League Twenty20 2010 . Starts 10th September . Amitabh Bachchan speaks about Indian player having crossed many milestones but a new goal in now beckoning them - to defeat the champions . Burning cricket ball .
Competition between top world teams . Ab hoga asli Muqabla . Muqabala;
9 Tata Indicom Mobile Service Ulta Plan
STD, Local se sasta . Ali Asgar sings about the rise in prices . Cycle rickshaw more expensive than Hand pulled rickshaw, Auto rickshaw more expensive the cycle rickshaw, which is followed by Taxi and the most expensive AC Taxi . Similarly STD is more expensive than local . But Tata IndicomÕs Ulta Plan gives STD at lower price than local calls . STD at 30p.min and local at 50p.min .
12 Pantene
Shilpa Shetty Endorses . Shilpa speaks about problem of hair breakage after using hair spray . The Pantene team showed her various test to prove the effectiveness of new Pantene Shampoo . Hair breakage reduces from 100 to just 2 after using new Pantene shampoo . Shilpa used the product herself and then agreed to endorse it .
13 MTS-MTS High Speed Internet
Girl meets a Guruji to solve the problem of hearing weird noises . Checks out the lines on her hand . Identifies the problem of Voice clarity . Gives her MTS card as solution . Calls at 1.2 paisa per second . calls with voice clarity . 1.2p . Half paise . Hi-speed internet . Smart mobile telephony
14 Asian Paints
Easy way .of painting house . Elder brother talks sarcastically to younger brother about finalizing the painting budget himself . Reminds him about him finalizing everything for him when he was young . Solve Math sums, open his 1st bank account . Younger brother tells him about the Asian Paints website where one can get the painting budget easily on filling carpet area and select product . Elder brother thinks he is trying to scare him with computer . Aisa nahin hai
15 Asian Paints
World of Colours . Elder brother sees newly painted walls of younger brother and feels neglected . Speaks sarcastically to him about becoming designer . Tries to impress that he has done so much for him - helped in keeping a modern name - Vijay, chose designer jodhpuri for his wedding etc . Younger brother tells him about the Asian Paints website where one can choose the colour and design they like .
16 Star Cricket -Airtel Sponsor
Airtel Champions League Twenty20 2010 . Starts 10th September . Herschellel Gibbs relaxes singing Aa dekhen zar.... Amitabh Bachchan provokes him by saying things about the teams that he supports . Highveld Lions & Warriors - Teams from Australia . Ab hoga asli Muqabla . Muqabala
18 Tata Docomo
Love Just one thing? . Pay per site @ Rs. 10 per month . Young man is obsessed with his biceps muscles . Works on them while dating his girlfriend, in front of mirror, in shower, in bus, shaking hands with old man, with gas cylinder, sprinkling salt at dinner, lifting baby in departmental store .
19 Pantene
Neha Dhupia endorses . Neha speaks about the problem of dry hair . Looks like dry leaves . uses New Pantene Pro-V Shampoo and conditioner . Gets visible results in 14 days . Pro vitamin formula makes damaged hair healthy and keeps them smooth and tangle free . Neha now has manageable hair . Shampoo, conditioner and sachet packs . Green pack
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First Published: Wed, Sep 29 2010. 07 39 PM IST