Top of the Mind | Reaching ‘Xtreme’ heights

Top of the Mind | Reaching ‘Xtreme’ heights
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First Published: Mon, Feb 25 2008. 02 23 AM IST

Updated: Mon, Feb 25 2008. 02 23 AM IST
Kurkure, a Pepsi Foods brand, has got the seasoning just right in the ad campaign of its latest offering—Kurkure Xtreme. The television commercial starring its brand ambassador and actor Juhi Chawla has topped Mint’s monthly ad survey.
With a high ad reach index score of 96, the Kurkure commercial was way ahead of runner-up Nestle Munch’s ‘country of crunch’ campaign, which scored 87. On ad diagnostics, Munch, with a score of 87, bettered Kurkure’s 85, while LIC’s corporate campaign topped the list with an ad diagnostic score of 87 and a likeability score of 100.
Conducted exclusively for Mint by Synovate India, a global market research agency, and supported by TV Ad Index, an ad monitoring firm, the survey covered 750 respondents—250 each in New Delhi, Mumbai and Bangalore.
The respondents, who were in the age group of 18-40, had access to cable or satellite television, and belonged to the high-income groups. The scores were compiled on spontaneous recall, aided recall and likeability.
The 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 dividing this by 100.
The ad diagnostic 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 diagnostic score is an average of an ad’s likeability, enjoyment, believability and claims score.
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First Published: Mon, Feb 25 2008. 02 23 AM IST