A television commercial (TVC) by Samsung’s Cheil India for its Galaxy J2 2016 edition phone and Airtel 4G data topped the ad reach index in the Mint-Ipsos-TVAdIndx survey of advertisements aired in July. The index is a gauge of brand awareness and recall.
The ad, featuring actor Shahid Kapoor and his father Pankaj Kapur, shows a friend, Johnny, telling Kapoor that he has heard his phone doesn’t hang. To prove that it does, Kapur takes the phone, opens the apps, messages and gallery, takes selfies—and Johnny then helps him send the pictures and movies on WhatsApp. The phone, however, doesn’t hang. The cellphone with turbo-speed technology keeps RAM free and opens apps 40% faster, goes the tag line—and it comes with free Airtel 4G data worth up to Rs.4,500.
The same ad figured at the second spot on the ad diagnostics index, a measure of softer features such as likeability, enjoyability and believability.
TVCs for fast-food brands took four spots on the ad reach index. At No.2 was an ad for the KFC Friendship Bucket, showing two friends at a Kentucky Fried Chicken outlet having a conversation through gestures while eating, followed by one for McDonald’s, in which a man tells his sister that he has some good news—the McAloo Tikki Burger is now available in two new international flavours. A TVC for Domino’s Burger Pizza ranked No.4; it shows a little boy asking for a burger at Domino’s. The girl at the counter tells him the outlet doesn’t serve burgers, but he insists. A chef overhears, recalls the days when she was a little girl, and uses fresh ingredients to serve up a pizza that looks like a burger. A variant of the McDonald’s ad took the sixth spot, following one for YouTube videos on Airtel Mobile Internet.
Ads for Fevikwik, Colgate Sensitive Clove Essence, the Amazon Mobile App and Dettol Liquid Soap and Kitchen Gel rounded off the ad reach index.
A TV spot for Idea Cellular by Lowe Lintas, showing how 4G has changed Internet viewing on the mobile (a doctor advising a patient in a village through video, a group of youngsters watching live TV on the mobile) topped the ad diagnostics index. “The biggest small change is here/A small change that changes your life,” goes the voice-over.
The Samsung Galaxy J2 2016—Airtel 4G ad was at second place on the ad diagnostics index, followed by TVCs for the KFC Friendship Bucket, Domino’s Burger Pizza, Center Fresh Cool Cola, and the McDonald’s McAloo Tikki ad featuring the siblings. A variant of this McDonald’s ad shared seventh place with TVCs for Dettol, featuring celebrity chef Sanjeev Kapoor, and Fevikwik. Ads for Airtel Mobile Internet, Cleartrip and Goibibo rounded off the index.
2. KFC Friendship Bucket
Two friends are shown engaging in playful banter at a Kentucky Fried Chicken outlet. One of them buys a “KFC Friendship Bucket” and joins his friend at a table. The man seated gestures, wondering why his friend didn’t go to the movies with other friends since they may have been better company. His friend responds with a quizzical expression: “Itni der se kaun bak-bak kar raha hai (who has been talking non-stop for so long)?” The tag line: ‘4 types of chicken, 1 special bucket.’
3. & 6. McDonald’s
Two ads by McDonald’s have taken the third and sixth spots. In the first ad, a man tells his sister that there is good news. The girl sees her sister-in-law sitting quietly in the same room, assumes she is pregnant, and is hysterical with joy. She begins to ask if their mother has been told. Just then, the brother says McDonald’s is launching two new versions of its McAloo Tikki.
In the ad that took sixth place, a manager goes up to an employee, Subu, to convey good news. Subu is certain he is going to get a promotion. But the manager tells him about McDonald’s new versions of McAloo Tikki. In both ads, the voice-over explains that the new versions are “international”—Mexican and Lebanese—and available for a mere Rs.39. The tag line: ‘I’m loving it.’
4. Domino’s Burger Pizza
A little boy asks for a burger at a Domino’s Pizza outlet. The girl at the counter tells him they don’t serve burgers, but he refuses to take no for an answer. A chef, who is witness to this exchange, looks at her magical pendant, which has a butterfly motif, and retreats to her childhood days, to the “land of the good oven” which could bake anything well, as a voice-over informs us. In a moment of inspiration, the chef quickly rustles up a burger, packed with the goodness of a pizza’s fresh ingredients, from a similar oven at Domino’s. The tag line: ‘Let’s make it good.’
5. Airtel Mobile Internet—YouTube
A girl travelling in the Metro is watching a YouTube video on her cellphone. Her Internet data pack runs out and her eyes dart to a young boy, standing nearby, who is also watching videos on his cellphone. The girl offers her seat to him, planning to peek at his cellphone, but the boy thinks she is watching him. The video stops when he gets a call, upsetting the girl. A voice-over suggests using “YouTube Smart Offline with Airtel Happy Hours” to avoid such situations. Users, it says, can select videos that will be downloaded automatically from 3-5am. Users will also get 50% of the data consumed for free. The tag line: ‘Less data charges, more entertainment.’