Television commercials for Vodafone, the mobile phone services provider, swept the first three spots in the Mint-Ipsos-TVAdIndx survey for November, and one for rival Idea Cellular took the fourth. The remaining six in the survey were ads for a motley bunch of brands—Parle Hide & Seek Fab! biscuits, Dulux Velvet Touch paints, travel site Cleartrip.com, Maggi Healthy Soups, Lay’s American Style Cream & Onion potato chips and Lavie bags, ranked from 5 to 10, in that order, on the ad reach index that measures awareness and brand recall among consumers.
The Vodafone ads feature men telling their barber about their style preferences; and various people—young and old, fat and thin—talking about why they want to join the gym. So how are they linked to the brand? The pitch is that Vodafone meets the different needs of different people.
There wasn’t much to separate the third-ranked Vodafone ad from the TV pitch for Idea Cellular, which features a Muslim man who eyes wristwatches in a showroom and is sad because he can’t afford them. The shopkeeper then puts up a Diwali offer notice—50% off on the price. The man buys a watch for his wife and sends her an SMS wishing happy Diwali.
On the awareness index, the Idea Cellular ad was one percentage point ahead and trailed by four points on the brand recall barometer.
Vodafone ads also took the top two positions in the ad diagnostic index, which measures the softer features of advertisements such as likeability, enjoyability and believability. Idea Cellular ads took the fifth and seventh places on the index. The TV plug for Lavie was third. An ad for the health supplement Dabur Chyawanprash and one for Rupa Thermocot that found no place in the ad reach index made it to the ad diagnostics index.
The survey polled 754 respondents in the higher-income groups in the 18-40 age group in New Delhi, Mumbai and Bangalore.