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Top of the mind

Top of the mind
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First Published: Mon, May 21 2007. 02 58 AM IST

Updated: Mon, May 21 2007. 02 58 AM IST
A good ad is not just about catching the target group’s attention. It is about breaking through the clutter and cementing brand recall. And the ones that have topped the charts for April do both. Innovative creatives add freshness, while slick presentation make the seconds-long flick memorable.
Mint’s monthly survey analyses television commercials on different parameters. Conducted by Synovate, a global market-research agency, and supported by TV Ad Indx, an advertisement-monitoring firm, the survey covered 750 respondents in Delhi, Mumbai and Bangalore. All were between 18 and 40 years of age, and were from high-income households that had access to cable and satellite television. It was based on both aided and unaided brand recall.
Brand: Fair & Lovely cream
Agency: Lowe Lintas
A starlet facing an empty theatre is told by the director that a true star can revive the theatre. The girl acquires the sheen of glamour through the fairness cream, gets selected for ‘Kaho No...’ and then asks the media to follow her to the theatre. The theatre angle adds meaning to the ad.
Brand: Lux soap
Agency: JWT
Actor Aishwarya Rai launches a hot-air balloon carrying a woman in a tub. Crowds cheer, a pilot crashes his plane into a mountain and women rush for their make-up as the diva showers soap and water on them. All to the tune of a jingle: Surat bhi hai khubsoorat bhi hai.
Brand: Pepsi Gold
Agency: JWT
A bunch of boys go to a tailor to get uniforms of the Indian cricket team stitched. The tailor is perplexed when they ask him to stretch the measurement by 3-4 inches and ask for delivery after four years. The line: Agla World Cup hum layenge/Drink soft drink/Now available.
Brand: Tata Indicom mobile
Agency: FCB Ulka
A groom gets late for his wedding when his car breaks down and can’t call his bride because of a network problem. Filmstar Kajol gives him a lift and lendshim her phone so he can talk to his bride. The result: a happy wedding. The line: Indicom apnaiye, apni zindagi mein fark layiye.
Brand: Motorola MotoRokr
Agency: Ogilvy & Mather
Actor Abhishek Bachchan is so addicted to music that he can’t stop dancing even while enacting emotional scenes at a movie set. An exasperated director tells him to take a break and he just puts on his headphones again. The tag line: Music addiction by Motorokr.
Brand: Cadbury Dairy Milk Eclairs
Agency: Contract Advertising
A boy, busy romancing his girlfriend in a bus, is in a jam when his other girlfriend boards it. He gives an eclair to the first girl to distract her. Gives another eclair to the second girl when a third girlfriend comes in. And all three are lost in the taste of the candy. The line: Very tasty, very useful.
Brand: 7 Up/ Lemon & Lime
Agency: JWT
A boy is so obsessed with the ‘heart’ that he has everything shaped like one. He sports heart-shaped tattoos and even wants to be a heart doctor to win hearts. Until he meets Fido, the 7 Up mascot, who gives him a guitar. He becomes a rock star and is mobbed by girls.
Brand: Bajaj Pulsar DTS-i
Agency: Ogilvy & Mather
Two bikers on Pulsar DTS-i take detours to avoid a traffic jam— snake through workers loading goods, drive through narrow lanes, ride into a lift, interrupt a wedding procession and even jump over a truck. But stop short at a zebra crossing. The line: Start free biking.
Brand: Hutch National
Agency: Ogilvy & Mather
A montage of pink line moves through the city to reach a mobile phone—through a zebra crossing, an escalator, a swimming pool, across buildings, in a house, street, bars, through drains, car park, roof tops. Typed on the strip: Non-stop news, cricket & more. The Hutch Pink ticker.
Brand: Bingo Mustard Sting
Agency: Ogilvy & Mather
An intelligence officer talks about their next target, global terrorist Jango. Shows clips of Jango in different disguises. But none have as great a combination as the mustard and potato chips. The line: That combination is only in Bingo, not Jango. No confusion. Great combination.
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First Published: Mon, May 21 2007. 02 58 AM IST
More Topics: Marketing and Media | Campaign |