BackTop 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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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
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