4 min read.Updated: 06 Jan 2017, 12:58 PM ISTGouri Shah
The Vivo V5 advertisement was followed by an ad for fast-food chain McDonald’s
Bollywood actors and celebrity endorsers such as Ranveer Singh, Amitabh Bachchan, Shah Rukh Khan, Konkona Sen-sharma and comedian Bharti Singh scored big on the Mint-Ipsos-TVAdIndx report, a survey of television commercials (TVCs) aired in November.
On the ad reach index, a measure of brand awareness and recall, smartphone maker Vivo came out on top, with an ad featuring Ranveer Singh. The film, shot against the serendipitous backdrop of Budapest at night, is a romantic film featuring Singh and a girl he meets in Budapest. They spend the most beautiful night together, capturing the most perfect selfies through the city. There is a sweet twist to the love story: She’s leaving town the next day. He sees her off, only to send her photographs of their time together, confessing his love for her through little signs captured in the selfies.
The Vivo V5 advertisement was followed by an ad for fast-food chain McDonald’s. Two ads for the Swachh Bharat Mission from the Union ministry of drinking water and sanitation, featuring Bachchan, came in third and fourth. Ads for e-commerce player OLX’s app took the fifth and sixth spots, followed by an ad for another e-commerce giant, Amazon, featuring actor Konkona Sensharma, Nestlé’s Maggi Masala sauce (eighth place) and Joy Honey and Almonds body lotion, featuring Bharti Singh (ninth place). A Nerolac Impressions paint ad, featuring brand ambassador Shah Rukh Khan, came in 10th on the reach index.
Top television ads in November:Vivo V5 takes No.1 spot
These top ads are selected on the basis of their score on the ad reach index. This score is calculated by multiplying the awareness score and the brand recall score and the brand recall score and dividing this by 100.
The survey, conducted by Ipsos Research and supported by ad monitoring firm TVAdIndx, covered 753 respondents—253 in New Delhi, and 250 each in Mumbai and Bengaluru.
The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand how successful their ads have been in breaking through the clutter. The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.
The love story by Vivo also topped the ad diagnostics index, which measures the popularity of ads on softer aspects such as likeability, believability and enjoyability. It was followed by ads for McDonald’s and Amazon in the second and third positions. Ads for the OLX app took the fourth and fifth spots. The sixth position was shared by a Swachh Bharat Mission ad and a shorter edit of the Amazon ad featuring Sensharma. The Maggi Masala sauce ad came in seventh. The eighth position was shared by an ad for Himalaya Herbals Cocoa Butter Intensive body lotion and an ad for the drinking water and sanitation ministry. Joy Honey and Almonds body lotion came in ninth, followed by the Nerolac Impressions paint ad.
The new ad from McDonald’s, celebrating 20 years in India, shows a couple who have been visiting McDonald’s since they were children. They had first met when they were seated at adjacent tables, looking for toys in their Happy Meal boxes. The ad maps their journey as they grow into young adults who court each other, graduate to young professionals, husband and wife, and finally parents who celebrate their child’s birthday at McDonald’s. They watch their son as he interacts with a little girl sitting next to him—and the memories come flooding back. The tag line: ‘A lot has changed. Nothing has changed’.
3. Swachh Bharat
This ad promoting the Swachh Bharat Mission shows a boy sitting next to actor Amitabh Bachchan on a railway platform. They’re discussing tracks. The actor rattles off the names of trains that use them; the boy says the tracks belong to the villagers—they defecate there. Just then, they spot two men with a bucket and ’lota’. Bachchan educates them on the need to build and use toilets, and the government’s plan. The tag line: ‘Ek kadam swachhta ki ore (A step towards cleanliness).’
4. Swachh Bharat
This ad is also part of the Swachh Bharat Mission. The little boy asks Amitabh Bachchan about his movie ‘Mard’, and asks if ‘mard’ is a man who beats up the bad guys. Bachchan explains that the term refers to someone who protects one’s family. The child laughs as he points to someone who is heading into the bushes, to defecate in the open. Bachchan calls out to that person, explaining that by doing so he is spreading disease, and urging him to take the help of the government to build a toilet at home. The tag line: ‘Ek kadam swachchata ki ore (A step towards cleanliness)’.
5. OLX mobile app
The ad shows a bunch of young people ordering things on the new OLX app on their smartphones. The app helps you reach genuine buyers and sellers near you. No annoying calls, just chatting with people to buy or sell. A young man checks out a guitar on the app, and finds a seller a stone’s throw away. Another boy buys a recliner, and a girl, a handbag. The tag line: ‘Buy and sell near you.’