Top of the Mind AD Survey | The leading men of commercials

Television commercials featuring either Amitabh Bachchan or Abhishek Bachchan, Bollywood’s father-son duo, took eight out of the top 10 spots in the Mint-Ipsos-TVAdIndx survey for May.

Advertisements for mobile phone services provider Idea Cellular Ltd featuring the junior Bachchan retained the top three positions for the second straight month. Idea Cellular also cornered the fourth spot in the ad reach index that measures awareness and brand recall among consumers.

Ads for the sixth season of the TV game show Kaun Banega Crorepati, a programme hosted by the senior Bachchan and based on the UK’s Who Wants to be a Millionaire?, captured four spots among the top 10. Kaun Banega Crorepati promotional ads took the fifth, seventh, eighth and 10th spots in the survey. Ads for Fair & Lovely MultiVitamin Cream, at sixth, and Tata Docomo 3G Life, at ninth, took the remaining two positions in the ad reach index.

Commercials for soft drinks that made it to the top 10 rankings with the onset of summer in April failed to make the cut in May.

The top-ranked Idea 3G Smartfone ad scored 89 points on the May ad reach index while the No. 2 ad scored 88. That compares with the 85 points that Idea Cellular’s top-ranked advertisement scored in the preceding month.

May’s ad diagnostics index, which measures the softer features of commercials, including likeability, enjoyment, believability and claim, featured a mix of brands similar to the ad reach index. The diagnostics index was also led by Idea 3G Smartfone ads. Idea Cellular commercials won the top four positions in the ad diagnostics index, while Kaun Banega Crorepati obtained three positions. Cadbury Dairy Milk and Dettol Original were the only entrants in the diagnostics index that did not feature in the ad reach index for the month.

The survey polled 754 respondents in the age group of 18-40 from high-income groups in New Delhi, Mumbai and Bangalore.

Also See | The full survey

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Idea 3G Smartphone

Lowe Worldwide

When a man and an angel come across a “House Full” sign at a movie theatre in heaven, the man enquires if tickets can be bought in black. There’s no black in paradise, comes the response. Actor Abhishek Bachchan materializes behind the man: “Film na dekh paana, old idea (Not being able to watch a film, old idea).” The solution: Idea 3G Smartfone offers YouTube movies and heavenly apps. Happy, the man and the angel get to watch Zindagi Na Milegi Dobara (which roughly translates to You Have Just One Life) on their mobile phones. Tag line: An idea can change your afterlife.

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