Commercials of Vodafone India Ltd and two other mobile phone operators captured four of the top 10 slots in the November Mint-Synovate-TVAdIndx survey, continuing their dominance in the rankings.
While Vodafone took the top spot, scoring 79 points on the ad reach index that measures ad awareness and brand recall, an Idea Cellular Ltd commercial was ranked No. 3. Advertisements for Tata Teleservices Ltd’s Tata Docomo brand captured two spots (eighth and 10th) in the top 10 index in November, less than the four spots it had in the preceding month. An ICICI Bank Ltd ad was ranked second, with 74 points.
Consumer products took the rest of the positions. An advertisement for the Boost health drink ranked fourth, followed by Cadbury Perk with Glucose Energy and Domino’s Pizza at fifth and sixth positions, respectively. A commercial for Whisper Ultra Clean sanitary napkins took the seventh slot.
The survey polled 753 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
Also See | Ad Survey (PDF)
Vodafone’s top advertisement scored six points more than October’s top ad, for Reliance 3G. Seven of the top 10 ads in November scored more than 60 points on the ad reach index. That compares with just three in the previous month.
The month’s ad diagnostics index, which measures the softer features of advertisements, such as likeability, enjoyment, believability and claim, showed a similar mix. The only new entrants in the ad diagnostics index were advertisements for Cadbury 5 Star chocolate and Tanishq diamond jewellery. Vodafone and ICICI Bank also led the ad diagnostics index.
November’s top 10 ads scored 81-57 points on the diagnostics index, compared with 86-64 in the previous month.
Ogilvy and Mather
The No. 1 ad shows actor Irrfan Khan relaxing at home. He has just helped his shy younger brother meet several prospective brides without breaking into a sweat, thanks to the Vodafone 123 service. His brother, he tells us, knew just a couple of girls—he didn’t know how to approach them, and they weren’t interested either. Today, there’s a long list of prospective brides. All thanks to panditji and the 123 service. Tag line: Janiye Vodafone par kya kya kar sakte hai, dial 123 (To find out what all you can do on Vodafone, dial 123).