Top of the Mind Ad Survey | Airtel ad has the experts divided

Top of the Mind Ad Survey | Airtel ad has the experts divided

After a long time, there is a Hindustan Unilever Ltd ad topping the chart. The Surf Excel Quick Wash ad is at the No. 1 position in the Mint-Synovate-TVAdIndx survey in November as the best on-air advertisement. With a brand recall at 93% and an 88% score on the awareness index, the Surf Excel ad continues with the “stains are good" theme made memorable in their earlier commercials.

Airtel takes the No. 2 and No. 5 positions, while Hero Honda is No. 3 in the survey which gathers the voices of 750 randomly chosen common consumers across the metros of New Delhi, Mumbai and Bangalore.

The diametrically opposite views that the Airtel Voice SMS ad at No. 5 elicits from our two experts proves that advertising, despite all market analysis backed by statistical data to dream up the perfect campaign, still remains subject to personal likings.

“The feature of voice SMS plays such an integral role in the story, it does not get overshadowed despite the heavy-duty star cast," says Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy and Mather.

On the other hand, our expert Santosh Desai is not too happy with Airtel’s attempts. “Apart from being smug with self-reference, the Shah Rukh Khan-Saif Ali Khan Airtel ad overshadows the voice mail innovation," he says.

Also See Top Television Ads in November (Graphic)

Celebrities continue to hold sway over TV audiences with three Bollywood actors—Aamir Khan, Shah Rukh and Saif Ali—featuring in various ads. In the latest Tata Sky ad, which takes the No. 8 slot in our survey, Aamir shares screen space with actor Gul Panag. Among the female actors, Priyanka Chopra seems to be the hot favourite; she stars in two ads—Hero Honda Pleasure and Nokia at No. 3 and No. 10 positions, respectively.

One TV spot that stands out is that of I-Pill. At No. 7, this ad with its straight narrative drives home the point. Desai calls it responsible advertising, done well. With a brand recall of 91%, this ad will certainly remain in the minds of its target group. The ad also topped the ad diagnostics chart with a score of 91%.

The other over-the-counter brand that made it to the Top 10 was Moov Cream/Spray at No. 6. While the ad’s script and narrative is somewhat similar to the earlier Moov commercials, it breaks new ground with its uncomfortable poser, says Desai.

Hero Honda Pleasure


Priyanka Chopra is running late as she zips home on her Hero Honda Pleasure.


Network Advertising

An umarried girl, realizing she is pregnant, visits a clinic with her friend to get

Virgin Mobile Service

Bates 141

A daughter and her mother are travelling in a train. The daughter tells her mom

Tata Sky Plus

Ogilvy and Mather

Aamir Khan wants to see a cricket match during the time his wife watches TV.

Surf Excel Quick Wash

Lowe Worldwide

A boy collects rainwater for his mother to wash clothes in, so that they are stain

Airtel Voice SMS

Rediffusion Y&R

Saif Ali Khan and Kareena Kapoor have a tiff. Shah Rukh Khan uses different

Pond’s Age Miracle White Beauty

Ogilvy and Mather

An Egyptian girl is separated from her boyfriend. Same fate meets them in their


Rediffusion Y&R

Shreyas Talpade is moving away from home. He reminisces about his childhood

Moov Cream/Spray

Triton Communications

A boy sees his mother carrying heavy bags and wincing because of back pain.

Nokia 7610/Supernova/Nokia 3600


Priyanka Chopra is addicted to her Nokia phone. She can’t live without it. She