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Top of the Mind Ad survey | Home products steal the show

Top of the Mind Ad survey | Home products steal the show
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First Published: Tue, Nov 30 2010. 12 18 AM IST
Updated: Tue, Nov 30 2010. 12 18 AM IST
Television commercials for home products grabbed most of the slots in the rating charts for October, with six such brands featuring in the top 10 of the ad reach index, a measure of awareness and brand recall.
Nirlep Appliances Ltd’s Acilis brand of non-stick kitchen utensils was the top advertisement in the month. It achieved a brand recall of 100% and a score of 79 on ad diagnostics, a measure of how much a commercial is liked, enjoyed and believed.
The Acilis commercial also did well in the ad reach index. The performance of the brands on this measure was above par in October, with nine scoring 60 and above, compared with only two ads making it past 60 in the preceding month.
Interestingly, all the top 10 ads in October, except that of wireless operator Airtel, were new entrants. Airtel occupied the second position, followed by American Tourister and Bharti Axa Life Insurance.
Home product ads did well in October. Besides Acilis, the other such brands included Britannia biscuits, Sunfeast biscuits, Cadbury chocolates, Safola oil and satellite TV operator Tata Sky. This compares with one food brand and four ads of telecom service providers that made it to the charts in September.
The Mint-Synovate-TVAdIndx survey covered 773 respondents from high-income groups in New Delhi, Mumbai and Bangalore. The scores were compiled on the basis of spontaneous recall, aided recall and likeability.
The top five advertisements fared better in terms of awareness compared with the top five in September. On brand recall, six scored above 90%, compared with nine in the preceding month.
Likeability levels were moderately high, with three scoring over 70%. Ad performance was average in terms of believability and claim, with most notching up scores around 50%.
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Acillis
McCann Erickson
A man sees an Acilis non-stick pan, in his kitchen and says, “You are too good for this kitchen.” His wife, thinking the compliment is meant for her, leaves the kitchen. The man clarifies that he was referring to the pan and not her. At this, the wife returns to the kitchen, pan in hand.
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First Published: Tue, Nov 30 2010. 12 18 AM IST