Nokia: total recall

Nokia: total recall
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First Published: Mon, Aug 25 2008. 12 15 AM IST

Updated: Mon, Aug 25 2008. 12 15 AM IST
A Nokia cellphone commercial is topping the charts once again. The ad, which shows vignettes of modern India’s dreams, continues the tradition of usingordinary people to depict those “special Nokia” moments.
Rated the best on-air advertisement in the month of July in the Mint-Synovate-TVAd Indx survey, it was also the only one among the Top 15 ads with a 100% brand recall. The survey gathers the voices of 750 randomly chosen consumers across the three metros of New Delhi, Mumbai and Bangalore.
July saw a clean sweep by telecom brands— with the top five positions going to Nokia, Motorola, Airtel (No. 3 and No. 4) and Idea—indicating perhaps that telecom ads have outpaced those of soaps and other consumer goods in grabbing commercial airtime and consumer mindshare.
Ariel’s twin ads using the relationship card, depicting cricketers Zaheer Khan and Yuvraj Singh with their mothers, find themselves at No. 8 and No. 12, respectively, among the Top 15 ads.
These two TV spots, along with the Active Wheel ad, are the only ones from the detergent/soaps category that find a place in the survey. However, our expert Santosh Desai calls the Active Wheel ad a parody which falls flat.
This time, too, celebrities rule the airwaves. The only ad where the spotlight is on lesser mortals, despite the presence of actor Abhishek Bachchan, is the Idea commercial at No. 5. The ad also scored a 100 on the likeability index in our survey.
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The Idea ad blends usefulness with social purpose and succeeds admirably. Desai, too, commends the unusualness of the canvas but advises that the company should now implement the thought. “Otherwise, today’s good idea is tomorrow’s exploitation.”
Pond’s White Beauty episodic ad, at No. 11, continues to hold viewers’ interest. But it has been a climbdown from its June ranking—it was at No. 3 then. Will it be able to retain viewer interest in the coming months? Let us wait and see.
July also saw two watch commercials—Titan and Timex—at No. 13 and No. 14 positions, respectively, in our rankings. Actor Aamir Khan certainly brings to the Titan ad his motto: a different persona in every film.
Cadbury, a regular in our survey, is at No. 7 with its tongue-in-cheek Dairy Milk ad. However, Prathap Suthan, national creative director, Cheil Communications, has a different take.
He believes Cadbury is trying out a new advertising reason, a reason that is unreal. “Celebration is about being honest… Celebration has to come from the heart. Not packaged as a made-up excuse,” he says. We will leave it to viewers to decide on that.
TOP TV ADS IN JULY (Graphic)
Nokia 1208/1209
Wieden+Kennedy
It’s the stuff of dreams. Clips show a boy making a toy house, a man hoping to own a home some day, two women climbing on a toy bike, hoping to move forward, a couple with their daughter getting into the model of a car they hope to have one day, a family yearning to travel in a plane and a man dreaming of becoming a business tycoon. The phone rings. A voice-over tells them what to do: Be ready with a Nokia digicolour mobile, with its long battery life and better signal, so that when Lady Luck knocks on the door, the dreams can be realized. The tag line: ‘Sapne dekhna mat chodo’ (don’t stop dreaming).
Motorola MotoRokr/E8
Ogilvy and Mather
Actor Abhishek Bachchan just can’t seem to focus, whether he is at a serious talk show or garlanding a man at a function. Eventually, he rushes to the privacy of the washroom—it turns out there’s a part of him just waiting to break free and tune?in to the music on his mobile. Tag line:‘For You and Music You’.
Airtel SMS Value Added
Rediffusion-Dentsu, Young & Rubicam
It features actors Vidya Balan and Madhavan. Balan, stuck in traffic, calls Madhavan to ask him to get things ready for friends who will be visting. To the relief of Madhavan, who is watching cricket on TV, her talktime runs out—but she recharges via SMS. The tag line: Recharge prepaid from your mobile.
Airtel SMS Value Added
Rediffusion-Dentsu, Young & Rubicam
When a tired Madhavan returns from office, Vidya Balan asks if he has sent money to their father. He hasn’t, but quietly and quickly SMSes instructions for the money transfer. When she repeats the question, he replies, “Kabka” (long back). The tag line: Transfer money from your mobile.
Idea
Lowe Worldwide
Actor Abhishek Bachchan, as the principal of a school, feels helpless when he can’t give admission to a girl. Then an idea strikes—the cellphone can help teachers reach so many children. It works, with group after group in villages. The tag line: ‘An Idea can change your life’.
Active Wheel/Easy-Wash Active Wheel Bar
Lowe Worldwide
Women activists of the National No Paseena Commission are after the men whose wives sweat it out while washing clothes. Then they come across a man whose wife is smiling. Why? Well, she has Active Wheel, which removes the dirt and the spots. The tag line: ‘Mehnat se aazadi’ (freedom from labour).
Cadbury Dairy Milk
Ogilvy and Mather
A group is watching a cricket match on TV between India and Kenya. One man is ready with chocolates, but India loses—a hush falls. A boy, hopes of chocolates receding, quickly picks up one—after all, he says, someone has won. Others follow. The tag line: ‘Kuch meetha ho jaye’ (let’s have something sweet).
Ariel OxyBlu/Spring Clean
Saatchi and Saatchi Advertising
Cricketer Zaheer Khan, helping his mother with work at home, stains his T-shirt. His mother is unruffled. The tag line: ‘Har champion ke peeche hai ek tough coach, Ariel Oxyblu ka bharosa’ (behind every champion is a tough coach, and confidence in Ariel Oxyblu).
Maruti Alto
Lowe Worldwide
When a woman accuses her husband of not loving her, he takes her for a long drive in his Maruti Alto—it’s reliable and can travel long distances. Later, he asks her who else can love her so much, and she gives the Alto a flying kiss. The tag line: ‘Aapka sachcha humsafar’ (your true partner).
Chocolate Horlicks
JWT
Giving up on adults, five children—Sid, Sameer, Darsheel, Neha and Jia—want to change things: the way they live, the food they have, and their school rules. They want to become taller, stronger, sharper. The tag line: ‘Badlo apne bachpan ka size’ (change your childhood).
Pond’s White Beauty
Ogilvy and Mather
It has three actors. Saif Ali Khan is about to give Neha Dupia a ring when an SMS from Priyanka Chopra upsets him. Dhupia quietly sends an SMS from his phone, asking Chopra to leave him alone. Chopra leaves?for?Paris.?Tag line: ‘To be continued’.
Ariel OxyBlu
Saatchi and Saatchi Advertising
Cricketer Yuvraj Singh stains his shirt while practising cricket at home. His mother is unruffled, and says champions need to practise constantly. The tag line: ‘Har champion ke peeche Ariel ka bharosa’ (behind every champion is the confidence in Ariel).
Titan
Ogilvy and Mather
Actor Aamir Khan rides a merry-go-round, goes go-karting, runs on the beach—he has a different Titan watch for every activity. His motto: Dare to dream different every day, as a child would. The tag line: ‘Titan... Be More’.
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First Published: Mon, Aug 25 2008. 12 15 AM IST
More Topics: TV Ads | Brand | Ad agency | Nokia | Idea |