Top of the Mind Ad Survey | The year Airtel found its voice

Top of the Mind Ad Survey | The year Airtel found its voice
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First Published: Mon, Dec 29 2008. 10 06 PM IST

Updated: Mon, Dec 29 2008. 10 06 PM IST
This is not the time to dwell on turkeys, says our expert Santosh Desai. And so, the Mint-Synovate-TVAdIndx survey brings the campaigns in the past year which had the right formula to capture the hearts and minds of the consumer.
Also See Top Ads (PDF)
In 2008, Cadbury Perk stood out as the best on-air commercial—the only commercial with a brand recall of 100%. But surprisingly, it found no place in the list of Top 10 ads based on ad diagnostics. It was the Titan ad, ably supported by Bollywood actor Aamir Khan, which won the sweepstakes here.
Only the Airtel ad found a place in both the lists. And according to Desai, 2008 was a turning point for the brand. “The R. Madhavan-Vidya Balan commercials kicked off this new-found intimacy of expression that the brand lacked.”
This year saw a range of ads from the best creative minds in the advertising industry. From liberally using celebrities to endorse brands to messages laced with humour and romance, they left no stone (and emotion) unturned to create an impact.
Cadbury Perk
Ogilvy and Mather
A castaway tries to build a crude boat to escape from the island he is
marooned on, but to no avail. He spots a ship and fires a flare gun, but it sinks the vessel. All his hopes of escaping are dashed. He munches on a bar of Perk when he spots a woman shipwrecked on his island. Tag line: ‘Yeh life hai (This is life), take it lightly’.
Pepsi My Can
Ranbir Kapoor, while trying to get into Deepika Padukone’s house, attracts
the attention of her brother Shah Rukh Khan. Ranbir pretends to be an alien from Youngistan. An impressed Shah Rukh invites him in. Tag line: ‘Chaho to sab kuch hai asaan’ (If you desire, everything is easy).
Kurkure Xtreme
Juhi Chawla has Kurkure, which leaves her craving for more. She spots a
Kurkure delivery van and starts chasing it. She jumps off rooftops and performs various stunts to reach the van. Tag line: Seriously, ‘thoda zyada’ (Seriously, something extra).
Airtel (STD)
Rediffusion Y& R, Young and Rubicam
A follow-up to an earlier ad, R. Madhavan , who’s away on work, calls up his
wife, Vidya Balan, to say goodnight. She reminds him that he has already called eight times. But both stay on the line, waiting for the other to disconnect. The voice-over: ‘Kabhi pyaar ke beech dooriyan na aayen’ (Let distance not come in the way of love).
Airtel+Nokia/Lifetime prepaid
A cross section of people putting their hands over their hearts is followed
by actor Shah Rukh Khan taking out a Nokia cellphone from his shirt pocket and saying ‘hello’. There is a symphony of hellos. Tag line: ‘Garv se kaho’ hello (Say hello with pride).
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First Published: Mon, Dec 29 2008. 10 06 PM IST