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Top of the Mind Ad Survey | Slice bears fruit, Zoozoos make a comeback

Top of the Mind Ad Survey | Slice bears fruit, Zoozoos make a comeback
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First Published: Tue, Mar 29 2011. 10 17 PM IST
Updated: Tue, Mar 29 2011. 10 17 PM IST
The Zoozoos have returned—to television screens and the Top 10 in the ad ratings. Vodafone Essar Ltd ads featuring these funny characters with ballooned bodies and egg-shaped heads, promoting its third-generation (3G) mobile phone service, have grabbed five of the top 10 slots in February.
Just ahead of summer, an ad for the Slice Mango drink has taken the No. 1 spot on the ad reach index, a measure of brand awareness and recall among viewers, scoring 80 points to beat the second-placed Vodafone ad by a single point. The other Zoozoo ads on the list are ranked fourth, fifth, sixth and eighth.
Also See Synovate-Mint Report March 2011 (Powerpoint)
Top Television Ads in February (PDF)
Two Lay’s chips ads also feature in the February Top 10, along with an ad each for Idea Cellular Ltd and TVS Wego. The Lay’s chips/Magic Masala and TVS Wego ads are the only two to have scored 100 in the brand recall segment.
The Mint-Synovate-TVAdIndx survey covered 755 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
The Zoozoos were introduced two years ago, during the second season of the Indian Premier League cricket tournament, to promote Vodafone’s value-added services. Although they run for only a few months of the year, they are quite popular with television viewers and invariably dominate the ad ratings.
Almost the same set of ads make up the Top 10 on the ad diagnostics index, which measures softer features such as likeability, enjoyment, believability and claim. The only new entrant to the list is a Lehar Kurkure/Masala Munch ad. TVS Wego does not figure in this list.
The Slice Mango ad tops the diagnostics index too with 78 points, three points ahead of the second-ranked Vodafone ad.
Overall, ads in February haven’t scored as high as those in January, when an Idea Cellular ad topped the charts, clocking 84 on both the reach and diagnostics indices.
SLICE MANGO DRINK
Bang Bang Films
The “sweetness” of the “wait” for a ripe mango is the focus of this top-scoring ad. It features actor Katrina Kaif holding up a raw mango, waiting— and waiting—for it to ripen, and in sheer heaven when it does. The pure pleasure of mango—and Slice Mango. The tag line: Sabr ka Phal Meetha Hota Hai (quite literally, in this case, the fruit of patience is sweet).
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First Published: Tue, Mar 29 2011. 10 17 PM IST