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Top of the mind ad survey | Packaged food products pack a punch

Top of the mind ad survey | Packaged food products pack a punch
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First Published: Sun, Jul 31 2011. 08 18 PM IST
Updated: Sun, Jul 31 2011. 08 18 PM IST
Advertisements for packaged food and personal care products dominated the airwaves in June, taking seven of the top 10 slots in the Mint-Synovate-TVAdIndx survey.
Lehar Kurkure topped the survey’s ad reach index, which measures television viewer awareness and brand recall, with 76 points. Center Fresh chewing gum, Tata Tea Gold and Britannia Tiger Cream/MilkZor biscuits are the other packaged food brands in the top 10, ranked second, eighth and tenth, with 67, 47 and 44 points, respectively.
Also See | Top Television Ads in June ( PDF )
Personal care products in the top 10 include Fair and Lovely MultiVitamin Cream and Facewash (ranked fourth), Clear Men Cool Sport/Menthol shampoo (sixth) and Colgate Sensitive Pro-Relief toothpaste (ninth), with 54, 49 and 45 points, respectively.
The survey polled 750 respondents from high-income groups in Delhi, Mumbai and Bangalore.
June’s top-ranked ad scores well below the May topper Vodafone 3G National, which clocked 90 on the ad reach index, but the general performance of ads over the two months has been consistent. The other nine ads in the top 10 in June score 67-44, compared with May’s 64-42.
May, however, had a number of top 10 ads featuring film stars. In June, the only ad among the top 10 featuring a film star is Lehar Kurkure, which features actor Juhi Chawla.
Performances over the two months are also similar on the ad diagnostics index, which measures the softer features of ads such as likeability, enjoyment, believability and claim—again, with the exception of the top-ranked ads.
The Clear Men Cool Sport/Menthol shampoo ad tops the diagnostics index with 78 points, while May’s topper, Vodafone 3G National, scored 87 points. Other ads on this index in June score 75-57, while those in May scored 79-53.
Ads for personal care products dominate the diagnostics index in June, occupying five of the top 10 slots. Besides Clear Men at the top, these include Clear Anti-Dandruff Shampoo (third), Philips Grooming Kit (fifth), Fair and Lovely MultiVitamin Cream and Facewash (seventh) and another Clear Anti-Dandruff Shampoo ad (ninth).
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Lehar Kurkure
The No.1 ad shows an angry Mrs Badlani (Juhi Chawla) trying to use her parapsychological powers to transform lentils—she’s faced with dal for dinner and doesn’t want it. Badal ja (change), she orders. The table shakes, things fly, the candlestand is bent out of shape, but the dal refuses to transform. Badal to diya (it has changed), Mr Badlani rushes to calm her, waving Kurkure’s new lentil offerings. And the storm subsides, finally.
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First Published: Sun, Jul 31 2011. 08 18 PM IST