Advertisements for cellular service provider Vodafone Essar Ltd continued to dominate television commercial space in April, taking eight of the top 10 slots, including the top four. The index measures both public awareness of the ads and brand recall.
The Vodafone ads feature Zoozoos, animation characters that speak in funny gibberish and have helped the brand overwhelm all others in TV ads for the past several months in Mint-Synovate-TVAdIndx surveys.
The April survey covered 779 respondents from high-income groups—269 in New Delhi, 250 in Mumbai and 260 in Bangalore—all aged 18-40. Leading the pack is an ad promoting Vodafone’s recharge-anywhere service—the only ad to score a 100% brand recall. A Zoozoo’s sabre, which is illuminated, conks off in the middle of a fight with an alien, but he quickly shakes it back to life and the entertaining fight continues. Other Zoozoo ads, too, revolve around humorous incidents promoting different features of the phone service.
An ad promoting Frooti Mango for grown-ups is fifth on the list, while actor Aamir Khan’s promotion of cellphone maker Samsung’s Guru model is eighth. These are the only two exceptions to the Zoozoo-dominated list.
Zoozoos are still more dominant on another index, of ad diagnostics, which helps advertisers assess how successfully they have managed to break through the clutter. The Vodafone ads occupy nine of the top 10 slots here, with Frooti Mango taking the eighth position.
In general, index scores slipped in April compared with March. Only two ads scored 80 or above on the ad reach index in April, down from eight in the previous month. There was just one ad with 100% brand recall in April, against seven in March. The ad diagnostics show a similar trend. Just two ads scored 80 or above on this index in April, compared with seven in March.
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Vodafone Mobile Service
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In this ad which took the No. 1 spot, a Zoozoo and an alien are fighting with illuminated swords. When the Zoozoo’s sword conks off suddenly, the fight is suspended. The Zoozoo shakes the lifeless sword, bringing it back to life. The fight continues. The tag line: Recharge anywhere.