20 TUESDAY, JANUARY 26, 2010, DELHI www.livemint.

com

Advertising mint
the Wall STREET JOURNAL.

TOP OF THE MIND AD SURVEY The 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 dividing this by 100.
The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand

Total recall: Zoozoos 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.

TOP TELEVISION ADS IN DECEMBER Awareness (%) Brand recall (%) Ad reach index

sweep the Top 10 1

2
3
4
Vodafone
Vodafone
Vodafone
Vodafone
95
95
94
94
100
99
100
100
95
94
94
94

T he Zoozoo craze continues to

grow. A new set of commercials
for mobile operator Vodafone
Essar Ltd, featuring the comic charac-
Creative Consultancy Pvt. Ltd.
The only other ad in the top 10 is
for another cellphone operator—Reli-
ance Mobile. Actor Hrithik Roshan
5
6
7
Vodafone
Vodafone
Vodafone
93
91
89
100
99
100
93
90
89
ters who speak in funny gibberish, extols the virtues of sending text mes- 8 Vodafone 86 98 84
virtually swept the charts for brand sages at 1 paisa each, because “saying 9 Reliance Mobile 79 98 77
awareness and recall in December, things isn’t always easy”.
according to the Mint-Synovate- Ads for one more mobile service, 10 Vodafone 75 100 75
TVAdIndx survey. Tata Docomo, take up the 12th and 11 Vodafone 75 100 75
The survey, conducted by Synovate 15th positions. A commercial for 12 Tata Docomo ISD 75 98 74
India and supported by ad monitor- Maggi Masala-e-Magic, made by Pub- Maggi Masala-e-Magic 72 98 71
13
ing firm TVAdIndx, covered 902 re- licis Ambience, claimed the 13th
spondents from high-income spot. 14 Dish TV 77 88 68
groups—300 each in Delhi and Mum- Surprisingly, cricket stars are ab- 15 Tata Docomo Voice Mail 68 92 63
bai, and 302 in Bangalore. sent from the top 20 ads for Decem- 16 Maggi Nutri-licious Pazzta 52 96 50
The Vodafone commercials, creat- ber. Good Knight Advanced 50 48
17 95
ed by advertising firm Ogilvy and The Zoozoos perform even better
Mather, claimed the top eight posi- on ad diagnostics, which rates com- 18 IDBI Bank Home Loans 47 99 47
tions, as well as the 10th and 11th po- mercials on parameters such as likea- 19 Mahindra Tractor 51 91 46
sitions in the survey—with seven of bility, enjoyment, believability and 20 Tide Naturals 58 79 46
them scoring 100% on brand recall. claim. Here, they claim the top nine
This was a remarkable performance positions, and all of them score 80%
even compared with November, or above on likeability. HOW THEY SCORED ON AD DIAGNOSTICS
when Zoozoo ads claimed the top But the likeability factor of ads ap- Likeability (%) Enjoyment (%) Believability (%) Claim (%) Ad diagnostics
three positions. pears to be declining overall. Not a 1 Vodafone 93 91 93 92 92
“The storytelling is as sharp and the single ad scored 100% on this mea- 2 Vodafone 94 92 89 92 92
execution continues to be as inspired surement, compared with three of the
as the last time around,” says Santosh top 15 ads in November and as many 3 Vodafone 92 88 89 89 90
Desai, chief executive of Future as 11 a month earlier. 4 Vodafone 90 87 91 90 90
Brands. “The problem, if any, is that feedback@livemint.com 5 Vodafone 90 90 87 85 88
there is an overwhelming sense of fa- 6 Vodafone 89 86 88 88 88
miliarity around the campaign, given For the full survey, log on to
the number of creative units we have 7 Vodafone 85 84 83 80 83
seen.” www.livemint.com/adsurvey 8 Vodafone 89 78 78 83 82
“It’s amazing how expressive the 9 Vodafone 80 75 74 75 76
expressionless Zoozoos can be,” says
D. Ramakrishna, director, Cartwheel
www.livemint.com 10 Reliance Mobile 3G 75 74 70 70 72
11 Vodafone 74 71 66 68 70
12 Vodafone 74 71 64 67 69
13 Maggi Masala-e-Magic 69 69 64 64 67
14 Dish TV 74 65 62 62 66
15 Tata Docomo ISD 70 68 62 62 66
16 Tata Docomo Voice Mail 66 65 61 59 63
1­8, 10, 11. Vodafone 17 Onida Mobile 60 59 56 51 57
Ogilvy and Mather
18 Tide Naturals 56 57 49 49 53
With a high brand recall, 19 Maggi Nutri-licious Pazzta 51 47 46 47 48
Vodafone’s Zoozoos, which 20 Dish TV 50 48 46 45 47
appear in the mobile phone
operator’s television com- The survey, conducted by Synovate India and supported by ad monitoring firm TVAdIndx, covers 902 respondents—300 each in New Delhi and Mumbai, and 302 in
Bangalore.The respondents, in the age group of 18-40, have access to cable or satellite television, and belong to high-income groups. The scores were compiled on
mercials, claim the top the basis of spontaneous recall, aided recall and likeability.
eight places, as well as the
YOGESH KUMAR/MINT
Nos. 10 and 11 spots, in the
Mint-Synovate-TVAdIndx 13. Maggi Masala­e­Magic
survey for the month of Publicis Ambience
December.
The services advertised A woman displays a trophy
include live counselling, won by her son on a shelf and
Vodafone Magic Box, dreams of him winning many
musical greetings, bills in more. Later, when she’s cook-
your language, Vodafone ing for him, she adds a sachet
BlackBerry, Vodafone Music of Maggi Masala-e-Magic to
Junction, SMS Bonus Card, the dish, because it has iron,
MMS and X’mas caller vitamin A and iodine. The tag
tunes. The tag line: Power line: Taste bhi, health bhi,
to you. khushiyan bhi (Taste, health,
and happiness).

9. Reliance Mobile
Cartwheel Creative
Actor Hrithik Roshan fiddles
with his phone but can’t bring
himself to make a call, since
“saying things isn’t always
easy”. He finds an easier way
out and sends an SMS instead,
saying, “cnt stp thnkng abt u :)”.
The tag line: SMS now at just
1 paisa.
14. Dish TV
McCann Erickson
The Dish TV commercial features
actor Shah Rukh Khan playing
the role of an elderly man. The
man’s family, peering in from
outside, looks on in amusement
as Khan romances his wife, with
the couple dancing to old Hindi
film songs playing on Dish TV
in the background. The tag line:
Ghar aayi zindagi (Bringing
home life).

12. Tata Docomo ISD 16. Maggi Nutri­licious Pazzta

15. Tata Docomo Voice Mail Publicis India
Draftfcb+Ulka
A woman serves the new Maggi
Two Tata Docomo ads feature Nutri-licious Pazzta to her fam-
at Nos. 12 and 15. Both ads ily. Everyone loves the taste
use animated shapes in and the reaction is, “new
Docomo colours to get the pinch”. Grandmother, who had
messages across: Pay per been resisting the Pazzta,
second even on ISD, and free decides to join in. Soon, she
voice mail, respectively. The too goes “new pinch”. The tag
tag line: Do the new. line: Nutritious and delicious.