Television commercials for mobile phones and e-commerce websites dominated the rankings on both the ad reach and ad diagnostics indices in the Mint-Ipsos-TVAdIndx survey of advertisements aired in September.
That wasn’t entirely unexpected. Reliance Jio Infocomm Ltd, which billionaire owner Mukesh Ambani has termed the world’s biggest start-up with an investment of Rs1.5 trillion, launched its services in September, the month that kicked off the festive season that’s considered auspicious for shopping.
An Airtel ad by Taproot Dentsu took the top spot on both the ad reach index, which measures brand awareness and recall, and the ad diagnostics index, a gauge of softer features such as believability, enjoyability and likeability.
The commercial (TVC) features a bunch of youngsters talking about their start-up. We learn that their office was in a basement where they couldn’t get a network signal so they had to work out of a parking lot and use the watchman’s cabin for conferences. Then they heard about Airtel’s Open network. They called in Airtel technicians, who made a few adjustments to the telecom tower and, no surprises, received a full signal.
Top television ads in September: Airtel 4G takes No.1 spot
- These top ads are selected on the basis of their score on the ad reach index. This score is calculated by multiplying the awareness score and the brand recall score and the brand recall score and dividing this by 100. The survey, conducted by Ipsos Research and supported by ad monitoring firm TVAdIndx, covered 752 respondents—252 in New Delhi, and 250 each in Mumbai and Bengaluru.
- The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand how successful their ads have been in breaking through the clutter. The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.
Advertisements for Idea 4G, Vodafone prepaid (featuring actor Nawazuddin Siddiqui), another ad for Airtel, the Flipkart mobile app, Tata Sky direct-to-home TV, Maggi HotHeads Peri Peri noodles, Cadbury Dairy Milk Marvellous Creations chocolate, Havells MCB and RCCB distribution boards and the online travel agency MakeMyTrip’s mobile app ad rounded off the ad reach index. The Havells ad features another actor, Boman Irani. He enters a house where youngsters are having a loud party, tries to switch off the music, gets a shock and starts shaking; everyone thinks he is dancing. For a totally shockproof life, choose Havells’ MCB and RCCB, goes the voice-over.
On the ad diagnostics index, the Airtel TVC was followed by commercials for Idea 4G, Coca-Cola and the Flipkart mobile app. Maggi HotHeads Peri Peri and a second Airtel ad shared the fifth place. TVCs for Amazon India-HDFC Bank credit card and Head & Shoulders Cool Menthol shampoo were joint sixth. Commercials for Vodafone FLEX prepaid, Reliance Jio 4G, Britannia Good Day and Cadbury Dairy Milk Marvellous Creations brought up the rear.
2. Idea 4G
The ad shows an elderly man at a bus stop trying to peek at the video a young man is watching on his mobile phone. This goes on for some days. One day, the older man comes by in an autorickshaw and offers the young man a lift. The young man hears the older man telling someone on the phone that his company wants him to resign because he is digitally unlettered. The young man transfers Internet data to the older man’s phone and then offers to teach him how to use the Internet. The tag line: ‘Internet toh sabhi ka hai, sab ko saath le chalo (The Internet is for everybody, take everyone along)’.
3. Vodafone FLEX prepaid
Actor Nawazuddin Siddiqui returns home from a shopping trip. He says shopping is like a math exam—one has to take out a calculator, think about price and availability, etc. He says he wanted to take his friend’s advice but he had no talktime. For recharge, he would again have had to calculate which one would be the best pack. Opt for Vodafone FLEX recharge, he advises—with just one recharge, you will get calls, SMS, Internet and roaming.
5. Flipkart mobile app
Two children enact the roles of a man wearing a neck brace, sitting on a park bench, and a security guard. The man opens a box containing a pair of new shoes. The security guard, standing nearby, is surprised at the quick delivery; he smiles sheepishly and tells the man his birthday is two days away. The tag line: ‘Fast delivery hai sure jab dikhe Flipkart Assured (Fast delivery is ensured with Flipkart Assured)’.
6. Tata Sky
Actor Amitabh Bachchan anchors a puppet show in which he introduces the Thakur clan and their favourite TV programmes in a rap song. Thakur Senior likes to watch cookery shows; his wife, reality shows; his son prefers love stories and daughter-in-law, comedy shows; and one of his twin grandsons likes to watch horror movies, while the other prefers romantic films. Thakur Senior gets a Tata Sky connection so that everyone can watch their favourite programmes. The tag line: ‘Isko laga daala toh family jhinghalala (This takes care of the entire family’s entertainment)’.