Indian Telecom/Mobile Services Ads: Compared

Indian Telecom advertisements, what comes to my mind is 

Airtel (Since i am an Airtel user, and since they have interesting Ads),

 Interesting (3/5) : Repeat Value (4/5)  : Brand recall (3/5) : Clarity (4/5)

Excellent Ad, does the required branding. 

Airtel Ads have always been a nice watch. They are interesting and entertaining. Mostly focused on 'touching' the family and relationships.  

Vodafone(See how they have erased 'Hutch' out of our minds). 

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (4/5) : Clarity (4/5) 

Excellent Ad, does the required branding. 

Vodafone has introduced a series of excellent ads. Their new zoozoo series of ads to introduce new services are excellent branding effort.  

BSNL (Awesome infra, poor ads)

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (1/5) : Clarity (3/5)

You'll find the ad interesting, but you can't remember what was it for. The branding punch is missing in almost all BSNL ads. 

Possible improvements  

• Get a catchy music, jingle (something like Airtel)
• Get some striking color (Something like Vodaphone, All Red)
• Get a funky tag-line, or logo (e.g. VirginMobile)

Virgin(Ads are interesting, but services are not)

Interesting (4/5) : Repeat Value (4/5)  : Brand recall (3/5) : Clarity (2/5)

That's an entertainer. Almost all Virgin Ads have been focussed on youth, inspiring them to think HatKe. But clearly missed out on establishing how is it 'Different' (except for the earn 10p. per incoming scheme). Still, good enough to bring the customer to your sales executive. At eod good product is what sells, not a good ad. 

 

Aircel (pretty new, pretty impressive)

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (4/5) : Clarity (4/5)

Clearly gets the message accross. Its a great way to introduce a new service. With Dhoni (for credibility) and with exposing all the Services in a single Ad.  Aircel Ads look really impressive, I am yet to evaluate their services. 

There certainly are more mobile and telephony services, but if I'll have to google them, what's their Brand value? Certainly not fit for the blog.   

Entertaining but doesn't sell

This latest Bajaj Ad, is extremely awesome peice of animation. It's meant to establish the brand as "superior technology". Though the message is "not clear", it hits implicitly. The effort is awesome, but will be able to amuse only kids and urban youth. If that is actually the target, Bajaj has done a good job, since th emessage is "unclear", it doesn't sell. It's a typical branding ad. 

    1) Interesting, no doubt. But, does it create curioosity about the bikes? (2/5)

    2) Extreme entertainer: high repeat value (5/5)

    3) At least if you talk about the ad you will not not find it hard to remember that it is of Bajaj.(3/5)

    4) Message is completely implicit.(2/5) 

What should a TV Ad do...

TV commercials are more about Branding than they are about selling. There's a definite purpose for each Ad created, but there are few basic motives that an Ad should fulfill. Here is a list of criteria that a TV Ad should fulfill 

1. Create interest (about the product, service, idea, cause)

The Ad should leave the viewer with an itch to 'check the stuff out'. Even when he is not in immediate need of the product, it should get registered in his memory. 

2. Entertain (Because it would show up over and over)

Since the commercial shows up over and over, it should have some entertainment value. A kind of repeatability. If an Ad is interesting, but doesn't entertain, it's sure to repel the viewers soon enough. 

3. Branding (It should establish/aid unaided Brand recall)

At the end viewer should not only be amused by the Ad, he should also be able to remember the Brand. An interesting and entertaining Ad makes a nice watch, but without Branding, its a waste of resources.  

4. Clarity (It should clearly state the USP/Message)

This is important for 'selling instinct' part of the Ad. The message should be crystal clear. It's good to be interesting and great to be entertaining but if the focus is not on the message, it can never do the right Branding, and ofcourse will never be able to sell.

Here's an example of near perfect Ad:

 

  1) Creates curiosity 

  2) Emotionally stimulating and hence can be watched over and over without getting bored 

  3) Perfectly puts in the 'recall instinct'. Next time you want a fireproof cable, you just know it. 

  4) Even a kid will 'Get it'.  

He ho new blog

I love Ads. Creating them, Reading/Watching them, Analysing them and discussing them. So here is a Brand-new blog devoted to Ads that make me speak. 

Here you will find Ads of all kinds, Products, services, information, idea or may be social awareness. Whatever they are they'll be interesting and will be accompanied with commentories and ratings. 

Keep watching! 

 Why am I doing this?

Simple, Coz I love to do it! :-)