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Top of the Mind Ad Survey | Total recall: Zoozoos sweep the Top 10

Top of the Mind Ad Survey | Total recall: Zoozoos sweep the Top 10
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First Published: Tue, Jan 26 2010. 12 26 AM IST

Updated: Tue, Jan 26 2010. 12 26 AM IST
The Zoozoo craze continues to grow. A new set of commercials for mobile operator Vodafone Essar Ltd, featuring the comic characters who speak in funny gibberish, virtually swept the charts for brand awareness and recall in December, according to the Mint-Synovate-TVAdIndx survey.
The survey, conducted by Synovate India and supported by ad monitoring firm TVAdIndx, covered 902 respondents from high-income groups—300 each in Delhi and Mumbai, and 302 in Bangalore.
The Vodafone commercials, created by advertising firm Ogilvy and Mather, claimed the top eight positions, as well as the 10th and 11th positions in the survey—with seven of them scoring 100% on brand recall. This was a remarkable performance even compared with November, when Zoozoo ads claimed the top three positions.
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“The storytelling is as sharp and the execution continues to be as inspired as the last time around,” says Santosh Desai, chief executive of Future Brands. “The problem, if any, is that there is an overwhelming sense of familiarity around the campaign, given the number of creative units we have seen.”
“It’s amazing how expressive the expressionless Zoozoos can be,” says D. Ramakrishna, director, Cartwheel Creative Consultancy Pvt. Ltd.
The only other ad in the top 10 is for another cellphone operator—Reliance Mobile. Actor Hrithik Roshan extols the virtues of sending text messages at 1 paisa each, because “saying things isn’t always easy”.
Ads for one more mobile service, Tata Docomo, take up the 12th and 15th positions. A commercial for Maggi Masala-e-Magic, made by Publicis Ambience, claimed the 13th spot.
Surprisingly, cricket stars are absent from the top 20 ads for December.
The Zoozoos perform even better on ad diagnostics, which rates commercials on parameters such as likeability, enjoyment, believability and claim. Here, they claim the top nine positions, and all of them score 80% or above on likeability.
But the likeability factor of ads appears to be declining overall. Not a single ad scored 100% on this measurement, compared with three of the top 15 ads in November and as many as 11 a month earlier.
Ogilvy and Mather
With a high brand recall, Vodafone’s Zoozoos, which appear in the mobile phone operator’s television commercials, claim the top eight places, as well as the Nos. 10 and 11 spots, in the Mint-Synovate-TVAdIndx survey for the month of December.
The services advertised include live counselling, Vodafone Magic Box, musical greetings, bills in your language, Vodafone BlackBerry, Vodafone Music Junction, SMS Bonus Card, MMS and X’mas caller tunes. The tag line: Power to you.
Cartwheel Creative
Actor Hrithik Roshan fiddles with his phone but can’t bring himself to make a call, since “saying things isn’t always easy”. He finds an easier way out and sends an SMS instead, saying, “cnt stp thnkng abt u :)”. The tag line: SMS now at just 1 paisa.
15. Tata Docomo Voice Mail
Draftfcb+Ulka
Two Tata Docomo ads feature at Nos. 12 and 15. Both ads use animated shapes in Docomo colours to get the messages across: Pay per second even on ISD, and free voice mail, respectively. The tag line: Do the new.
Publicis Ambience
A woman displays a trophy won by her son on a shelf and dreams of him winning many more. Later, when she’s cooking for him, she adds a sachet of Maggi Masala-e-Magic to the dish, because it has iron, vitamin A and iodine. The tag line: Taste bhi, health bhi, khushiyan bhi (Taste, health, and happiness).
McCann Erickson
The Dish TV commercial features actor Shah Rukh Khan playing the role of an elderly man. The man’s family, peering in from outside, looks on in amusement as Khan romances his wife, with the couple dancing to old Hindi film songs playing on Dish TV in the background. The tag line: Ghar aayi zindagi (Bringing home life).
Publicis India
A woman serves the new Maggi Nutri-licious Pazzta to her family. Everyone loves the taste and the reaction is, “new pinch”. Grandmother, who had been resisting the Pazzta, decides to join in. Soon, she too goes “new pinch”. The tag line: Nutritious and delicious.
JWT
A neighbour comes to actor Rani Mukherjee’s house to borrow some sugar. She asks Mukherjee if the mosquito coil she is using is real, since there isn’t much smoke in the house. Mukherjee tells her it is: Good Knight Advanced low-smoke coil. The tag line: Khushiyon ke pal barkarar (Holding on to happiness).
Ogilvy and Mather
A young boy gets caught in the rain. He looks for shelter and finally finds it—he sees an elephant and its calf, and seeks refuge by sitting under the elephant. The tag line: Not just for the big boys.
Interface Communications
A montage of people driving Mahindra tractors: farmers on tractors; a farmer who has the tractor tattooed on his back; a goods train carrying the tractors; and a Mahindra outlet. The tag line: Peediyon se No. 1 (No. 1 for generations).
Leo Burnett
Some women complain about washing powders leaving their hands dry. What’s more, the detergents don’t come cheap. The alternative: Tide Naturals, with lemon and chandan(sandalwood), which is not only affordable (Rs10 for 200g), but also keeps hands soft. The tag line: Bada pack, chota daam (Big pack, low price).
Graphics by Yogesh Kumar / Mint
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First Published: Tue, Jan 26 2010. 12 26 AM IST