Top television ads in August: Fogg takes a different approach, hits No.1 spot

A television commercial for Fogg deodorant by The Womb topped the ad reach index in the Mint-Ipsos-TVAdIndx survey of advertisements aired in August


The Fogg commercial topped the ad reach index and was second  on the ad diagnostics index.
The Fogg commercial topped the ad reach index and was second on the ad diagnostics index.

A television commercial for Fogg deodorant by The Womb, an advertising agency set up by former Ogilvy & Mather executives earlier this year, topped the ad reach index in the Mint-Ipsos-TVAdIndx survey of advertisements aired in August. The index is a gauge of brand awareness and recall.

The Womb’s previous campaign for Vini Cosmetics’ Fogg deo with the Kya chal raha hai? Fogg chal raha hai (What’s going on? It’s Fogg) tag line was hugely successful. With the new ad, the agency tries to do something different from the staple deo ads that feature lusty men and sultry women.

The Fogg commercial took the second position on the ad diagnostics index, which measures softer features like believability, enjoyability and likeability.

McCann Erickson’s commercial for Nestlé’s Maggi 2-Minute noodles grabbed the second position on the ad reach index but took the top position on the ad diagnostics index.

Nestlé is trying to win back its dominant market share in the instant noodles category after a recent ban on Maggi was lifted. The company’s latest campaign with the Meri Maggi, meri masti (My Maggi, my fun) tag line has been created to reinforce the enduring relationship that the popular snack has established with Indians.

Top television ads in August: Fogg takes No.1 spot

  • These top ads are selected on the basis of their score on the ad reach index. This score is calculated by multiplying the awareness score and the brand recall score and the brand recall score and dividing this by 100. The survey, conducted by Ipsos Research and supported by ad monitoring firm TVAdIndx, covered 754 respondents—254 in New Delhi, and 250 each in Mumbai and Bengaluru.These top ads are selected on the basis of their score on the ad reach index. This score is calculated by multiplying the awareness score and the brand recall score and the brand recall score and dividing this by 100. The survey, conducted by Ipsos Research and supported by ad monitoring firm TVAdIndx, covered 754 respondents—254 in New Delhi, and 250 each in Mumbai and Bengaluru.
  • The Womb’s television commercial for the Fogg topped the ad reach index and was second on the ad diagnostics index.The Womb’s television commercial for the Fogg topped the ad reach index and was second on the ad diagnostics index.
  • McCann Erickson’s commercial for Nestlé’s Maggi 2-Minute noodles secured the second position on the ad reach index, but took the top slot on the ad diagnostics index.McCann Erickson’s commercial for Nestlé’s Maggi 2-Minute noodles secured the second position on the ad reach index, but took the top slot on the ad diagnostics index.
  • The television commercials for Flipkart was adjudged third, fifth and eighth on the ad reach index.The television commercials for Flipkart was adjudged third, fifth and eighth on the ad reach index.
  • Sugar Free Natura advertisement, featuring celebrity chef Sanjeev Kapoor and Bollywood actor Parineeti Chopra, took the fourth position on the ad reach index. Sugar Free Natura advertisement, featuring celebrity chef Sanjeev Kapoor and Bollywood actor Parineeti Chopra, took the fourth position on the ad reach index.
  • The TVC for Flipkart also took the fifth position.The TVC for Flipkart also took the fifth position.
  • Amazon’s commercial took the sixth position.Amazon’s commercial took the sixth position.
  • The TVC for telecom brand Airtel stood at No.7. The TVC for telecom brand Airtel stood at No.7.
  • Another commercial for Flipkart was on eighth position.Another commercial for Flipkart was on eighth position.
  • The commercial for Tanishq diamond took the ninth position.The commercial for Tanishq diamond took the ninth position.
  • The commercial for Samsung Galaxy S7 Edge series took the 10th position.The commercial for Samsung Galaxy S7 Edge series took the 10th position.
  • The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand how successful their ads have been in breaking through the clutter. The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand how successful their ads have been in breaking through the clutter. The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.

The television commercials (TVCs) for Flipkart took the third, fifth and eighth positions on the ad reach index while rival Amazon’s commercial took the sixth position. The Flipkart ads were created by Mullen Lowe Lintas, while the Amazon commercial was conceptualized by Orchard Advertising. E-commerce companies such as Flipkart, Amazon and Snapdeal are increasing spending on advertisements ahead of the festival season, which accounts for a bulk of their sales.

Contract Advertising’s Sugar Free Natura advertisement, featuring chef Sanjeev Kapoor and Bollywood actor Parineeti Chopra, took the fourth position on the ad reach index. The TVC for telecom brand Airtel stood at No.7. The commercial for Tanishq diamond jewellery and the Samsung Galaxy S7 Edge series took the ninth and 10th positions, respectively.

The ad for Sugar Free Natura took the third spot on the ad diagnostics index. Airtel and Flipkart commercials tied for the fourth position, followed by an advertisement for content-streaming website Hotstar.com. The Hotstar.com advertisement did not feature among the top 10 on the ad reach index.

Flipkart and Amazon tied for the sixth position on the ad diagnostics index. Amazon’s Kindle e-reader also featured among the top 10 on the ad diagnostics index.

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2. Maggi 2-Minute noodles

A woman puts two bowls of Maggi noodles on a table. Her son eats it noisily. She tells him not to make a noise. Soon, the boy’s father joins him and he, too, makes the same slurping sound while eating Maggi. The son looks at his mom, she in turn looks at her husband, who smiles sheepishly. She, too, smiles as the father-son enjoy their snack. Tag line: ‘Meri Maggi, meri masti (My Maggi, my fun).’

3. Flipkart.com

Two children enact the roles of an executive and his office help. While making tea, the help tells the executive that his junior colleague, Mukund, is buying a better mobile phone than his, “on no-cost EMI”. The executive picks up his phone to order a new phone, but the help interjects, saying it’s available “exclusively” on Flipkart. Tag line: ‘No-cost EMI only on Flipkart, latest smartphones ka sahi address (the right address for phones).’

4. Sugar Free Natura

Chef Sanjeev Kapoor enters a kitchen where a woman is preparing kheer (rice pudding) for her daughter Pari (actor Parineeti Chopra), who is working out. When she starts putting sugar in a bowl, Kapoor says her daughter’s workout will go waste. The woman wonders how she can make the kheer without sugar. “With smartness,” responds Pari, as Kapoor points to the jar of no-calorie Sugar Free. Tag line: ‘Sugar Free, smartness waali sweetness (Sugar Free, the sweetness with smartness).’

5. Flipkart mobile app

Children enact the roles of security guards, a Flipkart delivery boy and a Parsi housewife. The guards stop the boy and question him about the package he wants to deliver; the boy says it’s a bedsheet. The disbelieving guards ask the housewife to check the product, saying: “Arre madamji, online shopping hai. Checks mangoge toh polka dots denge.... (it’s online shopping, you may not get what you asked for).” She responds, “Flipkart Assured item chhe dikra, matlab chhe quality checks (six quality checks). Duffer.” Tag line: ‘Shopping hai sure, jab dikhe Flipkart Assured (there’s no doubt when it’s Flipkart Assured).’

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