Creative triumph

Creative triumph
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First Published: Mon, Aug 20 2007. 12 28 AM IST

Updated: Mon, Aug 20 2007. 12 28 AM IST
Creativity is the hallmark of all good advertisements. The Alpenliebe film, which topped Mint’s survey for July, underlines this dictum.
It scored the highest in brand recall and awareness, the two factors which decide the reach of an advertisement. A crocodile stalking actor Kajol in the hope of a candy caught the imagination of the consumer and ensured that 85% of the respondents remembered the brand as well.
Top Television Ads in July (Graphic)
The survey was conducted exclusively for Mint by Synovate, a global market research agency, supported by TV Ad Indx, an ad monitoring firm. It covered 750 respondents in New Delhi, Mumbai and Bangalore, in the 18-40 age group, who have access to cable or satellite television and belong to the high-income groups.
Brand: Hero Honda Splendor NXG
Agency: JWT
The ad rides on a new word, “Splendorful”. To describe the bike, a young man makes his friends fantasize about a girl in college—“beautiful” is the verdict. Going on a roller coaster ride with her, “wonderful”.But a ride on the bike is more than that—it can only be described as “Splendorful”.
Brand: Clinic All Clear Activsport
Agency: Lowe Lintas
Another ad featuring John Abraham. It shows the actor, who had made long locks fashionable, getting a haircut. A woman teases him, asking if he’s confident enough to sport short hair. The jibe: Dandruff is more visible in short hairstyles.
Brand: Pepsi
Agency: JWT
The ad focuses on Pepsi’s latest freebie: funny faces or face toons for your online avatar. Large ears for the gossip monger, horns for the wicked, smiling lips for the jovial—the film shows a boy granting all such requests. The line: “Whatta top ka is my face, my world, my Pepsi”.
Brand: Radio City 91.1
Agency: Ogilvy & Mather
A king, frustrated with his failure at achieving an upturned moustache similar to his forefathers’, shaves off his drooping one. He then sits brooding, till he finds a solution in the curled tails of his Dobermann. A voice-over announces 91.1 as “Fun ki nayi bhasha”.
Brand: Pond’s Beauty Detox range
Agency: Ogilvy & Mather
A man is smitten by a lovely woman at a wedding. He, however, is warned off by someone who mistakes her for the bride. To his relief, he discovers that she is not, and dances with her. The line: “Fall in love with the nourished pink glow”.
Brand: Radio Mirchi 98.3 FM
Agency: McCann Erickson
A policeman at a checkpost approaches a nervous driver and asks him to open the car boot. They find a man bound hand and foot, but singing. The song ends, he shuts the boot. The line: “Mirchi sunnewale always khush“ (Mirchi listeners are always happy).
Brand: Reliance Mobile Service
Agency: Leo Burnett
The ad rides on catchy tunes. To showcase a range of mobile phones with FM Radio, the film shows people waiting in a queue, all tapping feet to tunes such as “chak de phate”, switching radio stations as soon as the song ends. The line: “Music everywhere”.
Brand: GNIIT/NIIT
Agency: Contract Advertising
The ad shows a series of kidnappings of students by men in black suits. The mystery is solved when one of the students breaks out of his shroud to find himself at the board meeting of a software firm. The line: “8,50,000 new IT jobs. Not enough GNIITians”.
Brand: Parachute Advansed
Agency: McCann Erickson
Clips of a woman in different situations—reading, jumping to reach the top of a cupboard, arguing, dreaming. The only thing constant: her beautiful hair. The line: “Sachchi khubsoorti ko banne sawarne ki zaroorat nahin (true beauty doesn’t need make-up)”.
Brand: Masterstroke CDs
Agency: McCann Erickson
Riding on the popularity of talent hunts, the ad shows a rejected applicant being encouraged by actor Shah Rukh Khan, who tells him the real judge is not inside the building, but outside it. He starts singing and wins over the crowd. The line: “Create your own Masterstroke”.
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First Published: Mon, Aug 20 2007. 12 28 AM IST
More Topics: Marketing and Media | Campaign |