In a startling finding,
BSNL emerged as the most recalled brand during the India-Bangladesh match held on March 17, leaving behind cola giant Pepsi. This has emerged from a study conducted by Indianet, a Mumbai-based marketing research company. BSNL commanded 33 per cent recall among respondents interviewed.
The study was conducted across 10 key cities, Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Ahmedabad, Pune, Kanpur and Nagpur. It surveyed 2,923 individuals aged between 8 and 54 years, covering SEC A, B, C and D. According to Ranjit Ghosh, director, Indianet Marketing Services, reaching out to a large respondent base was a priority.
Pepsi was the second most recalled brand, with 20 per cent respondent votes, despite its rock-solid association with the game. In fact, it has launched a new limited edition drink, called Pepsi Gold, exclusively for the World Cup. Among its other initiatives are merchandise, exclusive website tie-ups and a TVC.
This is a marked change from the recall Pepsi bagged in the last World Cup, when India locked horns with Holland on February 12, 2003. It got a whopping 63 per cent recall then, according to a similar survey.
Telecom brand Airtel was the third most recalled brand, with 18 per cent viewers recalling it during the India-Bangladesh match. Aditya Birla Group emerged fourth in brand recall at 13 per cent, while Thums Up came fifth, grabbing 11 per cent of viewer attention.
The other brands, in descending order of recall as gauged by Indianet, were Hero Honda CD Deluxe, Daikin air-conditioner, Hutch, Nokia, Sunfeast Fit-Kit, Hero Honda CBZ Extreme, Gillette, LG Mobile, Motorola and Sunfeast multi-cream.
Overall, the study reveals that one-fifth of the respondents interviewed could not recall a single brand advertised.
The study also inferred that SEC A and B watched the match more than the other SECs. The match was widely seen by individuals in the age group of 25-34, followed by those in the age bracket 15-24. Mumbai had the most viewers, followed by Delhi and then Kolkata. In Bangalore, SEC A individuals outnumbered the other SECs in terms of viewership, unlike in other cities.
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