Top of the Mind Ad Survey | Justice plank gets Idea to No. 1

Top of the Mind Ad Survey | Justice plank gets Idea to No. 1

Telecom service provider Idea Cellular topped the rankings in February in the Mint-Ipsos-TVAdIndx survey, climbing two spots from its No. 3 position in the preceding month. An Idea 3G ad scored over Britannia Good Day cookies and Slice soft drink commercials, which took the next two slots.

The survey polled 771 respondents from high-income groups in New Delhi, Mumbai and Bangalore. Average scores on the ad reach index rose sharply in February compared with the preceding month. Six ads scored 50 points or more in February, compared with only three in January. The Idea 3G ad scored only one point more than the Dish TV ad which topped the ranking in January.

Also See | The Full Survey

Also See | The Top Ads

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Idea 3G

Lowe Worldwide

Actor Abhishek Bachchan’s friend is a witness to a crime; he has even shot a video of a goon publicly beating a man, but is scared to testify. “Darr ke chup baithna, old idea (To stay quiet out of fear, old idea)", Bachchan tells him. He asks the friend to transfer the video from his Idea 3G smartphone. The video goes viral. Thousands of protesters gather, seeking justice. The video is evidence enough for a court to convict the goon. Voice over: Ek 3G upload aur Internet ban gaya insaaf paane ka naya idea (One 3G upload and the Internet has become the new idea for getting justice).

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