Top Advertising Campaigns of India, Series – 1

strawberry branding top advertising campaigns of india
Top Advertising Campaigns of India Series 1

Here are the most remembered ads of companies that made into the list of top advertising campaigns of India.

“People will overlook what you stated, they will overlook what you did, yet they will always remember what you made them feel.”

That is conceivable only through a visual. Ad films are savage to make their brands adequately address the customer needs and influence them to gander at a brand entirely. Additionally a visual can be cherished for quite a while than literary data.

At the point when is the last time you quietly tuned in to every one of the brands state about their items by visiting their store and after that settled on which brand item you require?

Gone are the day’s when people visited physical stores of each organization to conclude, presently the pattern is tied in with knowing item/brand through Ad Films and unique videos. At that point, the primary way out to make such an effect is Ad Films/Corporate Films.

Wouldn’t you say it’s silly to make a visual effect Ad without clarifying every one of the highlights of the product?

Of all the advertisements we watch on TV, below are some of the cherished ad films of all time which entirely changed the way people look at a brand.

Vodafone ZooZoos

Vodafone made a splash on social media with the revelation of ZooZoos, which became an instant success during the Indian Premier League -2 (IPL-2) thereby giving them tremendous audience attention. ZooZoos grabbed attention all over social media like Facebook, YouTube, Orkut, etc.

Facebook: In two weeks from the launch of Zoozoos, the official fan club had 65,000 members in two weeks and is still increasing. The Vodafone ZooZoo application – “What kind of Zoozoo are you?” was immensely appreciated by Facebook users.

YouTube: The Vodafone ads featuring Zoozoos are among the most watched videos on YouTube. The success of ZooZoo ads is evident from the fact that “Making of Zoozoo” video got more than 10,000 views in just four days. “The Busy Message” video has got 213,131 views and “Roaming with Girlfriend” has got 171,779 views in one month.

Twitter: Zoozoos’ Social Media efforts on Twitter were not a success with only 374 followers. One of the reasons could be that the posts on Twitter were not engaging enough to start a conversation. Zoozoo on Twitter had mostly links to their videos in their posts. But response might have been different if the posts were written something like – “Zoozoos are not animated, there are humans inside.”

Orkut: Vodafone has not promoted Zoozoo on Orkut, even though the website is a highly popular site in India. The reason might be that they want to invest their resources on a larger platform. Unofficially, ZooZoo fans have created online groups and club with one of the groups having 62,219 members.

As a result of effective marketing by Vodafone, Zoozoos have emerged as a brand in itself. Zoozoos not only to conveyed different value-added services offered by Vodafone but they helped to establish their brand presence. Besides, the cost of making Zoozoo ads was far less than getting a celebrity to endorse their services. This fresh and innovative concept was hugely appreciated, and unlike stars whose charm fades after some time, Zoozoos have emerged as other immortal comic heroes, like Tom & Jerry, Mickey Mouse, etc.

However, on a Year-on-Year basis, there was an increase in 30.30% in data revenue and 205.26% in other services revenue, which was quite a remarkable feat in a fiercely competitive environment.

Idea Cellular’s IIN Ad Campaign

Idea Cellular launched its IIN in 2015 after sweeping success of campaigns like “What an Idea Sir Ji” and “No Ullu Banaoing.” A teenage boy sitting at his father’s shop fulfills his dream of becoming an engineer taking help of IIN. A chef becomes a Master Chef, opens his restaurant and vows his success to IIN. A home-maker finds a way to realize her incomplete dream through IIN. These are some of TVCs from the complete series that Idea had run to promote its Idea Internet Network among people from different background, age group, and interests.

Reports suggest that post-campaign, Idea gained 3 points on the Brand Track Index (BTI) score in both urban and rural markets. BTI is a measure of a brand’s health that includes competition brands and the whole telecom category. And again of 2 points is considered a significant success. This measure is widely acknowledged as a standard by all the players in the category.

Moreover, in the 15 established circles, Idea had overtaken Airtel (the leader in the country) to take up the no. 1 slot by a clear margin of 1 point. In urban areas, Idea had overtaken Vodafone on network, billing and customer care, while it had widened the gap in rural areas on the same aspects.

Airtel 4G Ad Campaign

In advertising parlance, the success of a campaign is measured through top-of-the-mind awareness, and Chettri has helped Airtel increase this score by 13 percent compared to other campaigns such as Har Ek Friend Zaroori Hota Hai.

Chettri has gone viral on social media, ever since Airtel kicked off its 4G campaign last July, and, in the process, has delivered for brand Airtel what no other campaign has – high recall value. With her unconventional and provocative approach, 21-year-old Chettri has firmly put brand Airtel on the country’s 4G landscape.

Airtel strikes gold with 4G girl Sasha Chetri It isn’t just the brand recall value that has shot up, Airtel’s revenue market-share touched a six-year high of 31.4 percent in December 2015. In the five key data markets – Mumbai, Delhi, Karnataka, Tamil Nadu, and Kerala – Airtel increased its market share by 140 basis points in the nine months ending December 2015. According to CLSA, Airtel is upping the ante on data offerings. On the ground, Bharti Airtel has stepped up its 4G data offering through a slew of industry firsts on the product as well as distribution. The company has deployed long-term evolution, or LTE, using carrier aggregation in Kerala, enabling speeds of up to 135mbps on its 4G network.

Cadbury 5 Star’s Ramesh and Suresh

Twin brothers Ramesh and Suresh set an example in the advertising and marketing industry how characters of an ad can bring along with them great brand recall. One can also gauge the success of the Ramesh-Suresh campaigns by the number of jokes that went viral sometime back.

Ever since the crazy siblings made their debut as lead protagonists in the Cadbury 5Star television commercial back in 2006, the two have won lakhs of hearts for their crazy antics. As per Nielsen MS YTD, September 2016, Cadbury 5Star product dominated the count line segment in the Indian chocolate category with approximately 67 percent share of the count line segment. It’s a success in India for more than 40 years that now Cadbury 5Star brand has been launched in global markets like Brazil, the Philippines, Malaysia, and South Africa.

The brand positioning of Cadbury 5Star evolved since 1969 to suit changing consumer behaviours to adapt to today’s present times. Initially, Cadbury 5Star denoted togetherness, hunger, energy, irresistible and soft chew. This has however transformed over time, and currently, Cadbury 5Star epitomises the sensation of being ‘Lost in Taste’ – a luxury for consumers given the difficult times we live in. Cadbury 5Star continues to be a novel concept in the chocolate world.

Feviqwik

Pidilite Industries is an Indian company that enjoys remarkable success in craftsmen products and industrial specialty chemicals. The company’s most successful brand Fevicol and its sub-brands such as Fevikwik, Fevibond, Fevigum, Fevistick, and Fevicryl have consistently commanded over 70% of the total market share. In2005, Fevicol stood 24th among top 150 Indian brands. The company has also been able to stay ahead of its competitors in the organized and unorganized sector. The case discusses innovative marketing strategies adopted by Pidilite to enable an industrial product like Fevicol to carve out its niche as a consumer brand. It also explains the future outlook of the company to retain its dominating position in the Indian market in light of increasing competition from multinationals and the unorganized sector.

Maggi Relaunch

The brand which had been enjoying over 75% of the market share since ages saw the worst days in 2015 with a nationwide ban on its instant noodle product. The entire market with sales of worth Rs 250-300 crore a month went down to 5-10% during the Maggi controversy. However, it has now recovered to nearly 50% of the original industry sales with Nestlé being on a recovery management spree ever since Maggi came back.

After the fiasco of the Maggi ban, its parent company Nestle decided to increase its spending on television commercials, leading to a growth of its ad volume to about 96 percent by September 2015 — two months before the relaunch of the famous noodles, according to various data estimates. The first print advertisement that accompanied the announcement of the relaunch read — “Your Maggi is safe, has always been.”

At present, Nestle enjoys a 57 percent market share in the instant noodles market in India as against 75 percent before the crisis had hit the company. The instant noodles market in the country is estimated at Rs 2,000 crore with ITC’s Yippee, Nepal-based Chaudhary group’s Wai Wai and Patanjali Noodles among major players besides Maggi.

Within nine months of its re-launch, Maggi noodles now account for 57.1 percent market share of the instant noodles segment riding on its marketing /branding initiatives and new variants.

In November, when the company re-launched Maggi after the five-month ban, it had 10.9 percent of the market share, which climbed to 35.2 percent in December, according to a Nestle India presentation made to financial analysts and institutional investors.

Fastrack Reflex

Fastrack, the youth brand of watches and accessories firm Titan Co. Ltd, has rolled out a campaign to promote its activity tracker Reflex launched in March this year. The six-week campaign focuses on fitness conscious young consumers aged between 17 and 28 years. The ad refurbishes this age-old concept with subtle implicit reference to how women of today seek the freedom of their body and sex preferences. Made by advertising agency Lowe Lintas, the ad opens with a young woman noticing a man who takes a break between his exercise to check the activity tracker and figure out how much of his goals have been achieved.

Fastrack Reflex, an activity tracking band has been a great success. Its launch marked the world’s first ever smartwatch designed for women combining features like safety, fitness, notifications. The Fastrack Reflex campaign was a runaway hit with more than 17 million online views.  Fastrack had a slew of campaigns, both in mass and digital media that highlighted collections like EDM and Loopholes.

Seagram’s Imperial Blue

Over the years, the campaign has gained cult status and become one of the most iconic campaigns in the country. Each new leg of the campaign is eagerly awaited and enjoyed by the consumers and is heavily shared and circulated by the brand loyalists. This is a testimony to the love and trust this brand enjoys amongst audiences. The two latest ads showcase how men are possessive about certain belongings such as bikes and shoes and how they love them with all their heart and are willing to do anything and everything to shield these possessions.

In the past, alcohol brands have also used product extensions like events, water, soda, fruit juice, apparels, and even airlines to increase recall. Seagram’s Imperial Blue, a blend of Indian grain spirits and imported scotch malts, has created a dedicated fan following for itself right from launch.

The Seagram brand with its portfolio of whiskey and white spirits is the number two brand in India with total sales of 20 million cases, the leader being United Spirits, which sells a total 110 million units.

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Ariel Share the Load

Ariel, removing the stains of gender inequality has managed to build a social property, #ShareTheLoad and brought in an amalgamation of their brand identity and ideology of their belief, thus crafting an initiative that sprints beyond just social media marketing.

#ShareTheLoad did not boast of ideas through its content but beautifully emphasized on one of the aspects of gender equality through. Seemingly fitting in their content for an audience who could resonate with the thought and induced them to ponder upon it, Ariel raised an issue before it became a norm on social media by brands.

Executed back in 2015, Ariel being the front-runners of initiating a conversation around gender equality, that now is the burning topic of social media.

This campaign won a Glass Lion last year for its content marketing.

Keeping this campaign as the face of the brand, the next campaign was on similar lines only more progressive when it portrayed a man’s vision of gender equality.

Facebook’s chief Sheryl Sandberg shared the video through her handle on February 25, 2015, along with a caption – “This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us are passed from generation to generation. When little girls and boys play house they model their parent’s behavior, this doesn’t just impact their childhood games; it shapes their long-term dreams.”

The second film received 6.4M views on Facebook, with 124k shares, 231k reactions along with creatives floating around social media, stating facts and engaging their audiences.

Hutch is Now Vodafone

Vodafone’s new advertising campaign in India carried on with the same famous pug that has become a brand ambassador for Hutch. ‘Where ever you go, our network follows,’ was the previous slogan with the pug following the child wherever he goes. Now, with Hutchison Essar becoming part of the Vodafone Group, the new campaign had started with Vodafone Essar earmarking Rs. 2.5 billion on the transition from Hutch to Vodafone. The main message of the brand transition exercise: The new Vodafone is the same old Hutch. In the advertisement, the pug sees a new home when it returns after an outing and feels the change is better. The new catchphrase will be ‘Make the most of now.’

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