The celebrity bandwagon rolls in again. Two Coca-Cola ads with the new tag line Aap muskurayenge, bulbule gungunayenge (smile and the bubbles will hum along) took the No. 1 and No. 6 positions in our list, helped by actor Aamir Khan. The first scored 84 on the ad reach index to emerge as the best on-air advertisement in the Mint-Synovate-TVAdIndx survey, which gathers the voices of 750 consumers across New Delhi, Mumbai and Bangalore. The second Coca-Cola ad scored 68 on the ad reach index.
Also See Top Television Ads from Mid-March to Mid-April (Graphics)
Khan was seen in another ad too, though in disguise, rooting for Tata Sky and taking the ad to the No. 3 position. This ad had the highest brand recall at 95%. It also topped the ad diagnostics list, which looks at issues such as likeability, believability, enjoyment and claim, with a score of 91. However, our expert Santosh Desai is unhappy with the ad “for reducing Aamir Khan to the act of imitating himself”.
At No. 2 is the Aircel ad with Mahendra Singh Dhoni. The Pepsi TV spot at No. 4 also had the men in blue—Virender Sehwag, Ishant Sharma, Praveen Kumar and Suresh Raina—as brand ambassadors to help it score 73 on the ad reach index.
Even the Good Knight Advanced commercial at No. 8—debuting on our top 15 list—had actor Rani Mukerji espousing its cause. This ad scored the second highest on brand awareness (88%).
The fallout of celebrity-laden ads is that story-telling tends to take a backseat, with the focus on the celebrity rather than the product. The fact that the quality of ads took a nosedive is exemplified by the modest scores that most of them got. The runner-up, Aircel, scored a measly 76 on the ad reach index, eight points below the top scorer, Coca-Cola.
The Maggi ad, No. 15 on our list, scored just 51. “Trying to pick out three half-decent ads among a bushel of mediocrities is an uninspiring exercise,” says Desai. Hopefully, next month will see a better crop.
The one bright spark is Parle Agro LMN (No. 23 on the list), says Cheil Communications’ national creative director Prathap Suthan. What made him sit up was the name, LMN, a lift from the alphabet series, yet so perfect.
Maybe, those are the kind of simple yet brilliant ideas we need.
Ogilvy and Mather
Actor Aamir Khan, dressed as an elderly Sikh, is angry. His son is too busy watching cricket on Tata Sky to even deposit the electricity bill, so he has to. He slips away with the Tata Sky box and gives it to a stranger. The voice-over: ‘Isko laga dala, toh cricket jingalala’ (Get it installed and cricket will rock).
There’s a montage of people trying to cope with the intense heat. A mother applies Dermi Cool on her son’s back, and he gets instant relief. The message: Dermi Cool not only cools but also provides relief from prickly heat.
Cricketers Virender Sehwag, Ishant Sharma, Praveen Kumar and Suresh Raina are trying to impress a young boy. M.S. Dhoni goes down on his knees, asking the boy if he has made it to the team. The tag line: ‘First ball ka captain’—the contest gives fans a chance to bowl the first ball before every ICC T20 World Cup match.
There’s a wedding and everyone, including the bride and groom, is coughing because of the smoke from an anti-mosquito coil. Actor Rani Mukerji suggests using Good Knight Advanced. The voice-over: No mosquitoes, no smoke, no coughing.
A group of teenagers are admiring their friend’s new bike, while nearby, a middle-aged man, Vipul, is trying to kick-start his scooter. The teenagers ask him to try out the new bike. Actor Aamir Khan, who is watching from his balcony, encourages Vipul to zoom away on the bike. The voice-over: ‘Aap muskurayenge, bulbule gungunayenge’ (Smile and the bubbles will hum along).
Ogilvy and Mather
A young man looking for a bride lies, saying he is just back from a foreign trip. To support his claim, he brings gift packs of Bingo International Cream & Onion. Unfortunately for him, the girl’s side knows that these are made, and are available, in the country. The tag line: No confusion, great combination.
A boy is running late. He manages to somehow board his train. A female ticket checker asks for his ticket. But she is so mesmerized by his cool and fresh breath that she forgets about the ticket and walks away with him. The tag line: Not just fresh, MaxFresh.
A cricket match cancelled, Mahendra Singh Dhoni’s teammates wonder if they can organize a trip at short notice. Dhoni manages all the information on Aircel, and they’re set. One player wonders if he’s made it to the team. Aircel again comes to the rescue; Dhoni finds out he has. The tag line: It’s time to move on.
Two elderly men are playing chess in a cafe. People around get involved, and start cheering the two. From a nearby table, actor Aamir Khan gestures, helping one of the men with the next move. He wins. The voice-over: ‘Aap muskurayenge, bulbule gungunayenge’ (Smile and the bubbles will hum along).
Two men are waiting for a taxi. One of them drinks Nimbooz and whistles at a passing cab. It stops in front of him. The other man is left standing in the sun. The tag line: ‘Ekdum asli Indian’ (Absolutely Indian).