An ad for Procter & Gamble’s detergent brand Tide Plus+ just managed to fend off a television commercial (TVC) for Airtel mobile Internet to the No. 1 spot in the Mint-Ipsos-TVAdIndx survey for August. It was the second month in a row that a laundry product grabbed the top spot in the survey. In July, the honour had gone to an ad for Surf Excel, a Hindustan Unilever Ltd (HUL) product.
Very little separated the Tide Plus+ ad and the Airtel mobile Internet TVC in terms of awareness, brand recall and advertising reach. Ads for Fair & Lovely Advanced Multi Vitamin, a fairness cream, and Rin detergent (both, incidentally, are HUL products), Nestlé India Ltd’s Maggi and Vodafone mobile service took the next four places on the ad reach index that measures awareness and brand recall among consumers. A second commercial for Rin as well as ads for McDonald’s McEgg (the hamburger chain’s latest budget offering priced at Rs.25 apiece), the Sahara group’s retail venture Sahara Q Shop and Tata Docomo rounded off the list of the top 10.
Tide Plus+ and Airtel mobile Internet ads also topped the ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyability and believability. Ads for Exo Dish Shine, an antibacterial dishwashing brand from Jyothy Laboratories Ltd, and Sunfeast Kaju Badam Cookies, at Nos 5 and 10, respectively, were the only new entrants to the ad diagnostics index.
August’s top 10 ads scored 80-50 points on the diagnostics index, compared with 89-56 in the previous month.
The survey polled 754 respondents in the higher income groups in the 18-40 age group in New Delhi, Mumbai and Bangalore.