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Telecom ads stay ahead of the pack

Telecom ads stay ahead of the pack
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First Published: Thu, Dec 01 2011. 01 15 AM IST

Updated: Thu, Dec 01 2011. 04 02 PM IST
Ads for telecom operators continued to dominate the airwaves in October, cornering seven of the top 10 slots in the Mint-Synovate-TVAdIndx monthly survey.
A Reliance 3G (mobile) commercial topped the chart, scoring 73 points on the ad reach index, a measure of ad awareness and brand recall among viewers. Another ad for the same service provider took the third spot; Tata Docomo ads took four spots: the fourth, eighth, ninth and tenth. A Vodafone commercial was seventh.
From other categories, Kurkure Judwa (second), TVS Sport (fifth) and Whisper Ultra (sixth) completed the table. The survey polled 757 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
Also See | Ad Survey (PDF)
Powerpoint (PDF)
Although October’s top ad nosed ahead of September’s leader (Tata Docomo) by one point, the overall performance of October ads was below par. Eight September ads scored above 60 points on the reach index, compared with just three in October. September’s top ad also managed 100% brand recall, while no October commercial touched the mark.
The month’s ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyment, believability and claim, showed a healthier mix of brands than the reach index. Surprisingly, it was led by a Nescafé ad that doesn’t feature anywhere in the ad reach top 10.
Two Reliance 3G (mobile) ads (ranked second and ninth), and one each for Vodafone (third) and Tata Docomo (sixth), complete the set of mobile phone services in the diagnostics index. Other brands include Airtel Digital TV (fourth), Kurkure Judwa (fifth), TVS Sport (seventh), Centre Fresh Actisport (eighth) and Tropicana (10th).
Scoring 86-64 points, the top 10 ads in the diagnostics index for October compare well with September’s top 10, which scored 83-66 points.
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Grey Worldwide (India)/Trikaya Grey Advertising India Ltd
The No. 1 ad shows actor Anushka Sharma grabbing actor Rannvijay Singh’s cellphone to order Choco Mania brownies. He doesn’t notice—till he needs to call his boss and finds there’s no balance left. Upset, he berates her, “What should I do?” Relax, she responds, she too has no balance left, but she can still make one call. He reaches out for her phone, but she’s already on it—to his utter frustration, calling Choco Mania to change her order. Tag line: One call even on zero balance.
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First Published: Thu, Dec 01 2011. 01 15 AM IST