afaqs!

Vodafone, Nokia among most recalled brands during the IPL weekend

By Sapna Nair , afaqs!, Mumbai | In Advertising | March 16, 2010
ZooZoos are back and are on top of viewers' mind this IPL season

They are back, on television screens and in viewers' minds. With another set of ZooZoo ads, Vodafone has emerged as the most recalled brand during the weekend (Friday and Saturday) matches, as per Ormax Media study. Approximately, 80 brands were on-air during the two days of the tournament.

& #BANNER1 & #The study, called Day After Cricket, measures advertising effectiveness in cricket and is conducted daily in six cities -- Mumbai, Delhi, Kolkata, Hyderabad, Indore and Chennai. Male and female IPL viewers, between 15-34 years, belonging to SEC A B are part of the survey. The study focuses on top of mind, unaided and total recall, likeability and format advertiser awareness.

Among the top 10 most recalled advertisements, Vodafone Zoozoo ads (Go Green and Jokes) rank highest, with 43 per cent unaided recall; followed by Nokia, which has managed to acquire 30 per cent recall. Nokia's recall was accentuated by the brand's presence on-screen, through its association with the team, Kolkata Knight Riders; and the 'Main Bhi Coach' promotion, which featured Shah Rukh Khan, the team owner.

Hero Honda and Airtel rank third, with 29.4 per cent recall. The Lux Purple ad with Katrina Kaif recorded a recall of 29. 2 per cent; while Pepsi's is 28.8 per cent.

The other most recalled ads were those of Idea Oongli Cricket, Karbonn Mobile, Tata Docomo and LG Infinia.

In terms of likeability, Vodafone emerges No. 1 again with 21 per cent. Interestingly, the Vodafone Go Green ad, aired during the Friday match, scored lower (12 per cent) in likeability than the Jokes ad (30 per cent), which was aired on Saturday.

The Lux commercial was second in likeability, but scored only 8 per cent. The Nokia and Idea ads were the third and fourth most liked, with shares of 5.8 and 5.4 per cent, respectively. For the likeability score, the respondents were asked to name their favourite ad, from among those they recalled.