Top of the Mind Ad Survey | Life insurance ads trip over death

Top of the Mind Ad Survey | Life insurance ads trip over death
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First Published: Tue, Jan 27 2009. 12 30 AM IST

Updated: Sun, May 17 2009. 02 28 PM IST
It’s a tie, with two ads having topped the Mint-Synovate-TVAdIndx survey in December. Both the Asian Paints Royale Play and Tata Indicom Mobile Service commercials scored 82 on the ad reach index—the former with an awareness score of 90% and a brand recall score of 91%, and the latter with 91% and 90%, respectively, on these two parameters.
Also See Top Television Ads in December (Graphic)
These two TV spots have other things in common, too. Both have been created by Contract Advertising (India) Pvt. Ltd and both weave in the celebrity story into their commercials.
Our expert Santosh Desai picks up the Tata Indicom ad for its grace and restraint. “The Yousuf-Irfan commercial rings true and comes as a sprig of freshness in the otherwise arid landscape of this brand,” he says.
The HDFC Standard Life Insurance ad draws the attention of Mudra Communications Pvt. Ltd’s managing director and CEO Madhukar Kamath for the way it tackles the subject of death, that too through the eyes of a child. But he is not completely floored. The ad is “well-intentioned,” he says, but “is let down by average crafting”.
Desai, however, reserves harsh words for this ad: “To have an utterly contrived dialogue that leads a stranger to ask a child to imagine his father dead is an act of perversity without many parallels in advertising.”
The survey, which gathers the voices of 750 randomly chosen common consumers across the metros of New Delhi, Mumbai and Bangalore, also has the much talked about Complan commercial, which takes potshots at rival brand Horlicks, in the Top 15.
A quick look at the Top 15 list based on the ad diagnostics score is interesting. While scores on the likeability and enjoyment indices peak at 97% and 94%, respectively, the top scores are 85% and 84% when it comes to believability and claim, respectively. This says a lot about brand promise and the ability to convince the customer.
One would have expected the claims made by the Complan comparative ad to go down well with the consumer, but she does not seem to be impressed. It scored 81% on believability and a mere 73% on the claims index. However, it scored a high 96% on the likeability index and 94% on the enjoyment index, indicating that the audience may be enjoying the slugfest between the two companies.
We’re now into the season of tax-saving solutions, and rival ads are already vying for the investor’s attention. Three ads from the financial services space made it to the Top 15 list in December. HDFC Standard Life Insurance is at No. 8, LIC Chidren Plans at No. 11 and Birla Sun Life Insurance at No. 14. Expect to see more next time.
Asian Paints Royale Play
Contract Advertising
Actor Saif Ali Khan wakes up to the sound of the alarm clock in the morning. As
he saunters out of his bedroom, the dull walls of his house make him feel low. He brings over a band of musicians to play as he goes about painting his walls afresh. Voice-over: Feel the change.
Chocoliebe
Leo Burnett
Candidate Lobo is dreaming of life as a police inspector while preparing for the
passing out ceremony. He pops an eclair into his mouth. Just then, his name is called out. But he is busy trying to dislodge the candy stuck to his teeth. Voice-over: ‘Don’t atko, Chocoliebe gatko’ (Don’t get stuck, pop a Chocoliebe).
Complan/chocolate flavour
Leo Burnett
A boy in a grocery store picks a Complan pack from the top shelf. A woman, a
Horlicks pack in her trolley, asks the boy’s mother how he became so tall. Complan has better proteins, she responds. Voice-over: No compromise, give Complan.
Idea
Lowe Worldwide
A businessman approaches a minister for permission to construct a mall on
farm land. The minister’s secretary, actor Abhishek Bachchan, decides to ask the people, and sends SMSes to villagers. The majority says ‘no’. The minister opts to go with the public. Tag line: ‘What an idea, Sirji!’
HDFC Standard Life Insurance
Leo Burnett
A boy who has lost his toy car is confident his father will buy him one. What if
your father gets lost, too? a family friend asks. The boy’s father breaks the silence reassuringly: Even then, he’d be the one to buy it. Tag line: ‘Sar utha ke jiyo’ (Live with dignity).
Tata Sky Plus
Ogilvy and Mather
Actor Aamir Khan is watching a live football match when his mother-in-law calls.
He chats with her at length, saying she is more important than the match. His wife, actor Gul Panag, knows better—he has ‘paused’ the live match. Voice-over: ‘Isko laga dala toh life aur bhi jinga lala’ (Get this, and life will rock).
Hero Honda CBZ Xtreme
JWT
A man jumps from the edge of a skyscraper on to a CBZ Xtreme bike and zooms
away. Nothing can come in his way, not even a swarm of insects that attacks him or rocks that block the road. Tag line: Live off the edge.
Tata Indicom/Haier
Contract Advertising
The father of cricketers Irfan and Yousuf Pathan tells the story of his sons, boys
who never listened to anyone—be it him, their mother or relatives. But they did listen to something none of the others did: their inner voice. Tag line: ‘Suno dil ki awaaz’ (Listen to your heart).
Vodafone Prepaid Calling Card
Ogilvy and Mather
Fed up with the restrictions imposed by his landlord, actor Irrfan Khan decides
to buy his own house, and some peace of mind. He likens the situation to a Vodafone prepaid card with lifelong validity, in which you pay for the talktime only. Tag line: ‘Har pal me kitna kuch’ (So much in every moment).
Kurkure Desi Beats
JWT
Fairy godmother Ila Arun gives Cinderella (actor Kareena Kapoor) a pack of
Kurkure Desi Beats. Kareena goes to the prince’s ball and is the flavour of the party. Voice-over: No fun without ‘desipan’ (No fun without the local touch).
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First Published: Tue, Jan 27 2009. 12 30 AM IST