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Coke steals the show with some shadow play

Coke steals the show with some shadow play
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First Published: Wed, Feb 02 2011. 10 22 PM IST
Updated: Wed, Feb 02 2011. 10 22 PM IST
No one industry dominated TV advertising in December, with commercials for soft drinks, packaged food, mobile phone and washing powder brands occupying the top 10 slots on the ad reach index, a measure of brand awareness and recall.
Also See | Top Television Ads in December (PDF)
A Coca-Cola ad tops the table with 85 points on the index, well ahead of second-placed Cadbury Dairy Milk Silk’s 73 points.
Mobile handset maker Micromax has two ads in the top 10, ranked third and seventh, while washing powder brand Ariel OxyBlu has two ads, at the fifth and ninth positions.
The Mint-Synovate-TVAdIndx survey covered 769 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
Telecom operators such as Bharti Airtel Ltd and Vodafone Essar Ltd dominated the monthly ad reach index last year, but there is no telecom commercial in the December Top 10.
Overall, December ads have fared better than ads in the previous month, when the top-ranked ad, for Airtel, had scored 76 points on the reach index.?Six ads had scored less than 50 in November, compared with three in December.
The Coca-Cola and Cadbury Dairy Milk Silk ads also take the top two positions, respectively, in the ad diagnostics index, which measures softer features of ads such as likeability, enjoyment, believability and claim.
Micromax has three ads featuring in the top 10 on this index, ranked fourth, sixth and 10th, while washing powder brands Active Wheel and Ariel OxyBlu have one ad each. Here too, telecom operator ads are missing from the list.
December ads fare better than the November ads on this index as well. The top December ad has scored 80 points compared with the top November ad’s 74. While seven ads scored 60 or below in November, only five ads have done so in December.
McCann Erickson
Shadowgraphy gets this Coke ad to the No. 1 slot. Actor Imran Khan sees the shadow of a neighbour working on a laptop —the person gets up and fetches a Coke. Khan creates his own hand shadows, trying to creep up on the bottle and steal it. His neighbour, however, grabs the bottle and switches off the light. He rushes to the balcony, so does his neighbour—a girl. She offers him the bottle. Tag line: Coke khule toh baat chale (Coke opens up possibilities).
For the full survey, log on to www.livemint.com/adsurvey
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First Published: Wed, Feb 02 2011. 10 22 PM IST