When respondents in India’s metros were asked whether they could recall an ad featuring a pug, an overwhelming majority of them remembered not just the clip, but also that the Hutch pug had switched to Vodafone. Scoring high on both brand recall and awareness, Vodafone’s television commercial topped Mint’s ad rankings for October, with an ad reach index of 85.
The highly visible campaign heralding the global telecom giant’s entry into India has topped the ad diagnostics chart as well. Everybody liked it and believed its message.
The trademark pug even managed to slip past superstar Amitabh Bachchan’s latest clip for Cadbury’s Celebrations Rich Dry Fruit Collection. Woven around a witty script involving Bachchan in search of his schoolmate ‘Lalten’, the Cadbury ad came second with an ad reach index of 74. It slipped, however, in the ad diagnostics index, scoring low on believability and claim.
Reliance Mobile’s Sawal campaign, riding on a series of quirky questions, came a close third with a score of 71 in the ad reach index. Ninety-eight per cent of those who saw it liked the ad, but only 86% believed it.
The survey is conducted every month exclusively for Mint by Synovate India, a global market research agency, supported by TV Ad Index, an ad monitoring firm.
It covered 750 respondents —250 each in New Delhi, Mumbai and Bangalore. Those surveyed were in the 18-40 age group, had access to cable or satellite television, andbelong to the high-income groups. The scores were compiled on spontaneous recall, aided recall and likeability, through computer-aided telephonic interviewing.