Top of the Mind Ad Survey | Airtel ad has the experts divided

Top of the Mind Ad Survey | Airtel ad has the experts divided
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First Published: Sun, Dec 21 2008. 10 31 PM IST

Updated: Sun, Dec 21 2008. 10 31 PM IST
After a long time, there is a Hindustan Unilever Ltd ad topping the chart. The Surf Excel Quick Wash ad is at the No. 1 position in the Mint-Synovate-TVAdIndx survey in November as the best on-air advertisement. With a brand recall at 93% and an 88% score on the awareness index, the Surf Excel ad continues with the “stains are good” theme made memorable in their earlier commercials.
Airtel takes the No. 2 and No. 5 positions, while Hero Honda is No. 3 in the survey which gathers the voices of 750 randomly chosen common consumers across the metros of New Delhi, Mumbai and Bangalore.
The diametrically opposite views that the Airtel Voice SMS ad at No. 5 elicits from our two experts proves that advertising, despite all market analysis backed by statistical data to dream up the perfect campaign, still remains subject to personal likings.
“The feature of voice SMS plays such an integral role in the story, it does not get overshadowed despite the heavy-duty star cast,” says Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy and Mather.
On the other hand, our expert Santosh Desai is not too happy with Airtel’s attempts. “Apart from being smug with self-reference, the Shah Rukh Khan-Saif Ali Khan Airtel ad overshadows the voice mail innovation,” he says.
Also See Top Television Ads in November (Graphic)
Celebrities continue to hold sway over TV audiences with three Bollywood actors—Aamir Khan, Shah Rukh and Saif Ali—featuring in various ads. In the latest Tata Sky ad, which takes the No. 8 slot in our survey, Aamir shares screen space with actor Gul Panag. Among the female actors, Priyanka Chopra seems to be the hot favourite; she stars in two ads—Hero Honda Pleasure and Nokia at No. 3 and No. 10 positions, respectively.
One TV spot that stands out is that of I-Pill. At No. 7, this ad with its straight narrative drives home the point. Desai calls it responsible advertising, done well. With a brand recall of 91%, this ad will certainly remain in the minds of its target group. The ad also topped the ad diagnostics chart with a score of 91%.
The other over-the-counter brand that made it to the Top 10 was Moov Cream/Spray at No. 6. While the ad’s script and narrative is somewhat similar to the earlier Moov commercials, it breaks new ground with its uncomfortable poser, says Desai.
Hero Honda Pleasure
Draftfcb+Ulka
Priyanka Chopra is running late as she zips home on her Hero Honda Pleasure.
On the way, she sees her brother with a girl in a cafe. On reaching home, her mother scolds her for being late. Just then she spots her brother arriving home and says she was with him. Voice-over: Why should boys have all the fun?
I-Pill
Network Advertising
An umarried girl, realizing she is pregnant, visits a clinic with her friend to get
an abortion. However, she is petrified to go through the abortion. Voice-over: Preventing pregnancy is better than abortion.
Virgin Mobile Service
Bates 141
A daughter and her mother are travelling in a train. The daughter tells her mom
to call up dad. A boy on the opposite berth offers his mobile, saying STD and local calls cost the same on his mobile, thus using the opportunity to strike a conversation with the girl. The tag line: Think ‘hatke’ (Think differently).
Tata Sky Plus
Ogilvy and Mather
Aamir Khan wants to see a cricket match during the time his wife watches TV.
She tells him with Tata Sky, one can record a programme while watching another. Voice-over: ‘Isko laga dala toh life aur bhi jinga lala’ (Subscribe to it; life will rock more).
Surf Excel Quick Wash
Lowe Worldwide
A boy collects rainwater for his mother to wash clothes in, so that they are stain
free. She explains to him that she doesn’t need it as the power boosters in Surf Excel convert salty water into sweet water. He runs to give Surf Excel to his friend’s mother. Tag line: ‘Daag acche hai’ (Stains are good).
Airtel Voice SMS
Rediffusion Y&R
Saif Ali Khan and Kareena Kapoor have a tiff. Shah Rukh Khan uses different
tactics to make Saif say “I miss you so much, it hurts” till he gets the intonation right. Shah Rukh records this on Saif’s mobile and sends it as a voice message to Kareena. Voice-over: Add emotions to your messages with voice SMS.
Pond’s Age Miracle White Beauty
Ogilvy and Mather
An Egyptian girl is separated from her boyfriend. Same fate meets them in their
next birth. In this birth, the girl runs away on her wedding day to be united with her loved one. The two exchange heart-shaped pendants. Tag line: Love forever offer.
Airtel
Rediffusion Y&R
Shreyas Talpade is moving away from home. He reminisces about his childhood
when his father would tie his hand with his so that he would not get lost. He calls up his dad and assures him that he will not get lost in the crowd. Tag line: ‘Atoot bandhan, atoot network’ (Unbreakable ties, unbreakable network).
Moov Cream/Spray
Triton Communications
A boy sees his mother carrying heavy bags and wincing because of back pain.
He asks his father why should she do all the work. Voice-over: ‘Kahin aapka dard apno ka dard na ban jaye’ (Make sure that your pain doesn’t affect your loved ones too).
Nokia 7610/Supernova/Nokia 3600
Wieden+Kennedy
Priyanka Chopra is addicted to her Nokia phone. She can’t live without it. She
wakes up on its alarm, talks on it all the time— at home, in the car and on shoots. Voice-over: Its not just a phone, its who we are.
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First Published: Sun, Dec 21 2008. 10 31 PM IST