Cracking consumer mind-space is supreme for marketers. While they employ various methods and mediums to achieve this goal, airing commercials on television is still the most commonly used route to reach out to consumers. In the month of January alone, as many as 1,800 television commercials were released.
With the airwaves getting choked, though, with millions of such messages broadcast everyday, the question is: Do these commercials make any impact on consumers? Synovate-TV-Ad-Indx, in an exclusive survey for Mint, interviewed 750 consumers in Delhi, Mumbai and Bangalore and quizzed them on awareness, recall, likeability and credibility of these advertisements.
On the basis of their response, we have chosen the top 15 ads from those that were aired in January. Starting this week, we will bring you this survey every month on the best creatives on television.
Brand: Fevicol SH
Agency: Ogilvy - Mather
An ingenious idea —some villagers in Rajasthan are being bothered by aliens. A smart guy pours fevicol SH in a well and things are back to normal. Aliens now plough the villagers’ fields.
Agency: Ogilvy - Mather
Well-executed tagline: your face is your password. Saif Ali Khan is stranded on an island; comes back home in a tattered condition. Nobody recognizes him, but his computer does.
Brand: Honda Activa
Agency: Contract Advertising
A grandmother sees her grandson park his bike. She asks him to take her for a ride. On the beach, she even tries to drive it and she does it with ease. It’s easy to handle, is the message in the ad.
Brand: Tata-Sky Active Wizkids
Agency: Rediffusion-Dentsu, Young & Rubicam
With a funny tagline — isko laga dala to life jhinga lala — the ad claims that watching Active Wizkids TV can make kids a genius like Einstein.
Agency: Leo Burnett
The commercial shows a little boy with his hand in a cast. It is not he but his brother who has broken his arm. He is pulling a trick on a shopkeeper to buy a video game for his brother.
Agency: RK Swamy/BBDO
Old tagline, fresh execution. A newly-wed couple enters a restaurant; the crowd inside sings a Bollywood song for them. The wife is touched, she hugs her husband—it feels like heaven, says the ad.
This boy asks too many questions. Everyone is tired of answering his never-ending queries. But the questions change his destiny.
Agency: Publicis India
Javed Jaffri, a prisoner, spends 20 happy years in the jail on a roti a day. At least that’s what the jailor thinks, but does he know the truth?
Brand: Asian Paints Royale
Agency : Contract Advertising
The brother-sister duo of Soha and Saif Ali Khan try to strike an emotional connect with consumers in this commercial.
Brand: Saffola Gold
Agency: McCann Erikson
Husband gets out of breath while chasing a thief who is trying to run away with his wife’s purse. Wife looks at his belly and decides to buy Saffola.