Television advertisements plugging mobile-phone service providers and handset makers in the world’s fastest growing wireless market overwhelmingly dominated the list of top 10 commercials in March.
At the top of the heap were a new set of TV ads for cellphone operator Vodafone Essar Ltd featuring Zoozoos, the comic characters who speak in funny gobbledygook. They dominated the charts for brand awareness and recall in March, according to a Mint-Synovate-TVAdIndx survey
The monthly survey, conducted by Synovate India and supported by ad monitoring firm TVAdIndx, covered 753 respondents from high-income groups—256 in New Delhi, 249 in Mumbai and 248 in Bangalore.
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Of the top 10 ads, those featuring the Zoozoos, built around short, humorous incidents that showcase Vodafone’s various services, occupied as many as seven slots, including the top four. Cellphone makers and service providers grabbed nine of the top 10 places. An ad by beverage maker PepsiCo India Holdings Ltd, at the fifth position, was the sole exception. A commercial for Bharti Airtel Ltd ranked sixth, and an ad for a Samsung phone model brought up the rear at the 10th slot.
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On brand recall, the Vodafone commercials almost repeated their performance in December, when seven of the ads scored a perfect 100%. Five of the Zoozoo ads scored 100% on the brand recall parameter, with the remaining two scoring 98% and 97%, respectively.
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Seven ads on the chart scored more than 80 on ad diagnostics, which helps advertisers figure out how successful their ads have been in breaking through the clutter.
In the likeability factor, the top three ads, all for Vodafone, scored more than 90%. None of the top 10 ads in February scored more than 88% on the measure.
Ogilvy and Mather
In the No. 1 ad, the first of seven from Vodafone in the top 10, a circus ringmaster performs a stunt during which he invites dejected, sad-looking Zoozoos one after the other and fires them from a cannon. A message on screen says: Find a new job. Get job alerts @Rs30/month. The tag line: Power to you.