Top of the Mind Ad Survey | Celebrity ads top list; Bingo still stands out

Top of the Mind Ad Survey | Celebrity ads top list; Bingo still stands out

It’s celebs all the way. The top four ads in the Mint-Synovate-TVAdIndx survey for January reinforce that. From Bollywood couple Kareena Kapoor and Saif Ali Khan in the Airtel Hello Tunes advertisement at No. 1 to actors Ranbir Kapoor and Deepika Padukone in the Pepsi MyCan Cola spots (at No. 2 and No. 4) to cricketer M.S. Dhoni and actor Amitabh Bachchan in the Dabur Honey ad (No. 3), it seems you don’t have to try too hard to make things fall in place once you have the right names to endorse your brand.

That’s why the Bingo Mad Angles ad at No. 5 stands out in more ways than one. As our expert Santosh Desai puts it, “Delicious revenge on all clients who look at options for all things, including options." The ad scored 80 on the ad reach index and 85 in ad diagnostics.

As the best on-air advertisement, the Airtel Hello Tunes spot with an awareness score of 91% and a brand recall of 95% scored 86 on the ad reach index in the survey which gathers the voices of 750 randomly chosen consumers across New Delhi, Mumbai and Bangalore. On the ad diagnostics scale, it scored 91. The other mobile service ads in the race are those from Vodafone, at No. 7, Bharat Sanchar Nigam Ltd, or BSNL, at No. 9, Idea at No. 10 and Virgin Mobile at No. 11.

Typically, public sector companies are not known to have great ads. But BSNL, perhaps because of the fierce competition in the mobile services space, is certainly spending big money on advertising. At No. 9, it scores 77 on the ad reach index. But maybe it has to thank the star power of Padukone for that.

Also See Top Television Ads (Graphic)

According to Crayons Advertising’s Kunal Lalani, Virgin Mobile’s ‘Think hatke’ (think different) campaign has enabled it to position itself perfectly despite facing stiff competition from the two big brands. The ad scored 88 on ad diagnostics. The Tata Sky Plus campaign has been consistently securing top rankings in our survey. In December, the ad featuring actors Aamir Khan and Gul Panag was at No. 5. This month, the latest ad is at No. 6.

The Asian Paints ad, though at No. 12 on the ad reach index, has the highest ad diagnostics score of 94. With a 100% likeability score (Aegon Religare Pension Plan and Axe 3 commercials, too, get a 100 on the likeability index) and an enjoyment score of 99%, the ad has certainly been appreciated by viewers and experts alike. “This is core Asian Paints territory and when the brand gets it right, it does so unerringly," says Desai. Believability, too, is at a high of 92%.

Idea continues to find space among the Top 15 ads, though its democracy-by-phone series does raise questions. Using a larger canvas may be a good idea, “but along with that comes responsibility", warns Desai.

Airtel Hello Tunes

Rediffusion Y&R

Actor Saif Ali Khan is engrossed in a video game; actor Kareena Kapoor badgers

Dabur Honey

Lowe Worldwide

Actor Amitabh Bachchan and cricketer Mahendra Singh Dhoni are on a mission


Ogilvy and Mather

A man buys an engagement ring and then journeys to the cafe where his

Pepsi MyCan Cola


This is a continuation of the earlier ad, ranked at No. 2. A shirtless Kapoor and

Pizza Hut


The story begins with two youngsters romancing each other in the snow—and

Bingo Mad Angles/Achaari Masti

Ogilvy and Mather

Executives in a boardroom are looking at slides of Mad Angle, trying to figure

BSNL Mobile Service/Internet

Grey Worldwide

Actor Deepika Padukone helps a village woman talk to her son on her mobile

Pepsi MyCan Cola


Actor Ranbir Kapoor and a woman simultaneously grab the last Pepsi MyCan in

Tata Sky Plus

Ogilvy and Mather

Actor Aamir Khan’s wife, colleague Gul Panag, is watching TV; his friend wants


Lowe Worldwide

Members of a political party urge the widow of a former leader to join politics.

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