Top television ads in April: Airtel retains the top spot

The Airtel 4G ad featuring Sasha Chettri topped both—the ad reach index and the ad diagnostics index, and is followed by Vodafone, Britannia Good Day and two Pepsi ads


The Airtel 4G ad for “India’s widest 4G network” is on the same lines as its predecessors, which had Chettri travelling in remote locations.
The Airtel 4G ad for “India’s widest 4G network” is on the same lines as its predecessors, which had Chettri travelling in remote locations.

For the second month in a row, an Airtel advertisement topped the Mint-Ipsos-TVAdIndx survey of television commercials (TVCs) broadcast in April.

This time, the ad by Taproot Dentsu India Communication Pvt. Ltd has Sasha Chettri riding in a bullock-cart with a friend through a forest in Ettimadai, near Coimbatore. They reach a crossroads and the driver wants to know which turn to take; his wife replies—after checking the GPS on her mobile—and Chettri and friend are left wide-eyed that Airtel 4G works even in such interiors.

The ad for “India’s widest 4G network” is on the same lines as its predecessors, which had Chettri travelling in remote locations—near Umiam Lake north of Shillong, a cave near Igatpuri in Maharashtra and Mashobra near Shimla—and finding, much to her surprise, that the high-speed wireless network works everywhere.

The ad topped both the ad reach index, which measures brand awareness and recall, and the ad diagnostics index, a gauge of softer features such as likeability, believability and enjoyability.

An ad for Airtel’s rival Vodafone’s SuperNet 4G network took the second spot on the ad reach index. It was followed by TVCs for Britannia Good Day, featuring players from Kings XI Punjab, an Indian Premier League franchise, training with former Test cricketer and their mentor Virender Sehwag. Next in line were two Pepsi ads offering customers Rs.15 Paytm cash for every bottle they buy; one of them tied with Samsung Galaxy J3 for fifth place. The phone comes with a bike mode and is available on Snapdeal. In the Samsung ad, actor Shahid Kapoor, riding a motorcycle, tells his friend what the bike mode does—a caller will hear that you are riding and can call again later. Or he can press a button to let you know it’s an urgent call so you can park your bike and take the call.

TVCs for Kentucky Fried Chicken, Limca, Pepsi-Paytm, Asian Paints SmartCare followed. Ads for the Glucon-D energy drink and Dish Tru HD (featuring actor Shah Rukh Khan) tied for the 10th spot on the ad reach index.

On the ad diagnostics index, the Airtel TVC was followed by ads for Britannia Good Day, Vodafone SuperNet 4G, Pepsi-Paytm, Maggi Hot & Sweet tomato chilli sauce and Kentucky Fried Chicken (tied in fifth place), Samsung Galaxy-Snapdeal and Pepsi-Paytm (tied at No.6), Asian Paints SmartCare, Limca, the Mahindra Gusto 125 scooter and Maggi 2-minute noodles.

2. Vodafone SuperNet 4G

Ogilvy & Mather
Ogilvy & Mather
An elderly woman arrives at the airport. She is on a video call with her son, who guides her towards the ticket counter and asks her to hand the phone to the woman sitting there. He requests a window seat for his mother. After the call, the mother smiles and tells the woman that she “knows everything but her son is like that”. The tag line: ‘New Vodafone SuperNet. Make video calls from anywhere.’

3. Britannia Good Day-Kings XI Punjab

McCann Erickson
McCann Erickson
Kings XI Punjab mentor Virender Sehwag is shown making three cricketers of the Indian Premier League team do push-ups at a gym. Sehwag, who is counting, gets stuck on No.3. Confused, the players look towards him; he is busy admiring a packet of Britannia Good Day Nuts Cookie. The voice-over tells us No.3 reminds Sehwag of a cashew, pista, almond, 3-in-1 nuts cookie. The tag line: ‘It’s a smile that makes a good day!’

4. Pepsi-Paytm.com

JWT
JWT
Two friends, their faces depicted as emoticons, are trying to kick-start their scooter when they see their friend Subbu riding a Ducati bike that he has won in a Pepsi offer. They see a girl getting on to his bike, and the two ride off. The voice-over asks viewers to pick a “happy” Pepsi bottle and send the code on it via SMS to win a Scrambler Ducati or a trip to Australia. It adds that Rs.15 Paytm cash is assured with every bottle. The tag line: ‘Pepsi thi jeet gaya (I won thanks to a Pepsi)!’

5. Pepsi-Paytm.com

JWT
JWT
A man with a emoji for a face is bowling to Virat Kohli. He tells Kohli he knows what’s wrong with his batting. A third person asks Kohli who the new coach is. Kohli says the man got a chance to meet him through a Pepsi offer. The voice-over says viewers can meet Kohli by buying a “cricket” Pepsi bottle and sending the code on it via SMS. Of course, Rs.15 Paytm cash is assured. The tag line: ‘Pepsi thi jeet gaya!’

5. Samsung Galaxy J3

Cheil Communications
Cheil Communications
Actor Shahid Kapoor, preparing for a bike ride with his friend Johnny, activates the “Samsung S bike” mode on his mobile. On the way, Johnny gets three calls. Kapoor tells him that if he uses Samsung Galaxy J3, a caller will get to know that he’s driving. And if it’s urgent, the caller can alert him. The tag line: ‘Samsung Galaxy J3 6 with S bike mode.’

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