Top of the Mind Ad Survey | Celebrity ads top list; Bingo still stands out

Top of the Mind Ad Survey | Celebrity ads top list; Bingo still stands out
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First Published: Tue, Feb 24 2009. 12 30 AM IST

Updated: Sun, May 17 2009. 02 34 PM IST
It’s celebs all the way. The top four ads in the Mint-Synovate-TVAdIndx survey for January reinforce that. From Bollywood couple Kareena Kapoor and Saif Ali Khan in the Airtel Hello Tunes advertisement at No. 1 to actors Ranbir Kapoor and Deepika Padukone in the Pepsi MyCan Cola spots (at No. 2 and No. 4) to cricketer M.S. Dhoni and actor Amitabh Bachchan in the Dabur Honey ad (No. 3), it seems you don’t have to try too hard to make things fall in place once you have the right names to endorse your brand.
That’s why the Bingo Mad Angles ad at No. 5 stands out in more ways than one. As our expert Santosh Desai puts it, “Delicious revenge on all clients who look at options for all things, including options.” The ad scored 80 on the ad reach index and 85 in ad diagnostics.
As the best on-air advertisement, the Airtel Hello Tunes spot with an awareness score of 91% and a brand recall of 95% scored 86 on the ad reach index in the survey which gathers the voices of 750 randomly chosen consumers across New Delhi, Mumbai and Bangalore. On the ad diagnostics scale, it scored 91. The other mobile service ads in the race are those from Vodafone, at No. 7, Bharat Sanchar Nigam Ltd, or BSNL, at No. 9, Idea at No. 10 and Virgin Mobile at No. 11.
Typically, public sector companies are not known to have great ads. But BSNL, perhaps because of the fierce competition in the mobile services space, is certainly spending big money on advertising. At No. 9, it scores 77 on the ad reach index. But maybe it has to thank the star power of Padukone for that.
Also See Top Television Ads (Graphic)
According to Crayons Advertising’s Kunal Lalani, Virgin Mobile’s ‘Think hatke’ (think different) campaign has enabled it to position itself perfectly despite facing stiff competition from the two big brands. The ad scored 88 on ad diagnostics. The Tata Sky Plus campaign has been consistently securing top rankings in our survey. In December, the ad featuring actors Aamir Khan and Gul Panag was at No. 5. This month, the latest ad is at No. 6.
The Asian Paints ad, though at No. 12 on the ad reach index, has the highest ad diagnostics score of 94. With a 100% likeability score (Aegon Religare Pension Plan and Axe 3 commercials, too, get a 100 on the likeability index) and an enjoyment score of 99%, the ad has certainly been appreciated by viewers and experts alike. “This is core Asian Paints territory and when the brand gets it right, it does so unerringly,” says Desai. Believability, too, is at a high of 92%.
Idea continues to find space among the Top 15 ads, though its democracy-by-phone series does raise questions. Using a larger canvas may be a good idea, “but along with that comes responsibility”, warns Desai.
Airtel Hello Tunes
Rediffusion Y&R
Actor Saif Ali Khan is engrossed in a video game; actor Kareena Kapoor badgers
him to set an old song he was humming as the hello tune on her mobile. Impatient, he just shouts the words into her mobile—presto, the tune is set. Tag line: ‘Gana bolo, hello tune pao’ (Just mention the song, and get the tune).
Dabur Honey
Lowe Worldwide
Actor Amitabh Bachchan and cricketer Mahendra Singh Dhoni are on a mission
to make India healthy. They advise people to stop having sugar and opt for Dabur Honey. Tag line: ‘Kaun banayega India ko healthy? (What will make India healthy?) Dabur Honey, quite obviously, is the answer.
Ogilvy and Mather
A man buys an engagement ring and then journeys to the cafe where his
prospective fiancee is waiting. To his bemusement, knowing smiles and congratulatory glances follow him throughout. Tag line: SMS in 10 paise; now everyone will know.
Pepsi MyCan Cola
This is a continuation of the earlier ad, ranked at No. 2. A shirtless Kapoor and
the woman are still holding on to the can when his girlfriend, actor Deepika Padukone, enters the room. She leaves in a huff. A stunned Kapoor lets go of the can, much to the woman’s delight.
Pizza Hut
The story begins with two youngsters romancing each other in the snow—and
then goes into rewind mode, eventually panning to the golden surprise pizza they ordered, with the filling, quite unusually, baked into the crust. Tag line: Enjoy it backwards.
Bingo Mad Angles/Achaari Masti
Ogilvy and Mather
Executives in a boardroom are looking at slides of Mad Angle, trying to figure
out from which angle the piece of triangular snack looks the best. The image is flipped several times, but no consensus can be reached. Tag line: No confusion, great combination.
BSNL Mobile Service/Internet
Grey Worldwide
Actor Deepika Padukone helps a village woman talk to her son on her mobile
and comes to the aid of a pregnant woman by connecting with the doctor through the Internet on her laptop. Tag line: ‘Hindustan Bol Raha Hai’ (India is communicating).
Pepsi MyCan Cola
Actor Ranbir Kapoor and a woman simultaneously grab the last Pepsi MyCan in
a store. Neither is willing to let go. Wrestling for it, they leave the store and reach Kapoor’s apartment and then, his bedroom. Kapoor takes off his shirt, hoping to scare off the woman. She isn’t unnerved. Tag line: To be continued.
Tata Sky Plus
Ogilvy and Mather
Actor Aamir Khan’s wife, colleague Gul Panag, is watching TV; his friend wants
to watch a tennis match. Khan lectures him on the need for men to be more considerate. Gul knows the truth; the match is being recorded. Tag line: ‘Isko laga dala, toh life aur bhi jinga lala’ (Subscribe to it, and life will rock even more).
Lowe Worldwide
Members of a political party urge the widow of a former leader to join politics.
Actor Abhishek Bachchan says the public should decide. If you listen to people, they will listen to you, advises Bachchan. Tag line: What an idea, Sirji!
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First Published: Tue, Feb 24 2009. 12 30 AM IST