Top of the Mind is a monthly survey that analyses television commercials across different parameters. It is conducted exclusively for Mint by Synovate India, a global market research agency and supported by TV Ad Indx, an ad monitoring firm. The survey covers 750 respondents - 250 each in New Delhi, Mumbai and Bangalore.
Respondents are in the age group of 18-40, have access to cable or satellite television and belong to the high-income groups. Scores are compiled on spontaneous recall, aided recall and likeability, through interviews..
Kurkure, a Pepsi Foods brand, has got the seasoning just right in the ad campaign of its latest offering - Kurkure Xtreme. The television commercial starring its brand ambassador and actor Juhi Chawla has topped Mint's monthly ad survey.
With a high ad reach index score of 96, the Kurkure commercial was way ahead of runner-up Nestle Munch's’ 'country of crunch' campaign, which scored 87. On ad diagnostics, Munch, with a score of 87, bettered Kurkure's 85, while LIC's corporate campaign topped the list with an ad diagnostic score of 87 and a likeability score of 100.
The power of a bite
JWT India saw the ad for Kurkure Xtreme as the perfect opportunity for the brand to take a leap
Ad of The Month BY PRIYANKA MEHRA email@example.com
The FritoLay Division of PepsiCo India Holdings Pvt. Ltd's television ad for the Xtreme variant of its snack brand Kurkure has been created by advertising agency JWT India Ltd. The ad features brand ambassador Juhi Chawla jumping off rooftops and performing other stunts to reach the Kurkure delivery van. In the ad, the actor's sudden ability to perform these stunts has been powered by one bite of the snack's flavours, which has her craving for more-lending itself to the tag line: “Seriously thoda zyada”. Creative director Sonia Bhatnagar takes us behind the frames of the advertisement.
Edited excerpts: What was the client’s brief?
Since this product was meant to be an in-and-out flavour launch (would be in the market for two to three months), the client obviously wanted us to make sure the extreme flavours flew off the shelf. They wanted us to create a strong impact during the short stay of Xtreme, so that it stays in the mind of consumers. They gave us a lot of freedom to do what we thought was best, while staying true to the full-on taste the “electric nimbu” and “risky chilli” flavours promised.
How was the brief executed?
We saw this as the perfect opportunity for the brand to take a leap, literally. So, the concept we went with was of a family on holiday in Jodhpur, where the housewife, Juhi, takes a leap off the fort in true extreme-sport style. I think the rest of it just flew as we took off on the name Xtreme, which is exactly what our clients wanted us to convey. Everything was unique about the shoot. Jodhpur had never seen anything like it. All of Jodhpur was on holiday that day and we had the toughest time taking the simplest of shots. The film was directed by Abhijit Chaudhary of Black Magic Productions.
Isn’t the concept of jumping off buildings to reach the product delivery van similar to rival CocaCola India Inc.’s brand Thums Up ad featuring actor Akshay Kumar?
See, the whole idea is to do a take on all things extreme. That includes James Bond, Jackie Chan, Bollywood action movies, the works. If Akshay Kumar is a part of that world, it will seem like we're taking off on him, too. But that's hardly the intention. The differentiating factor is obviously Juhi! Nobody's ever seen her jump off a chair, let alone a fort wall, over a cannon. Good old, smiley, bubbly, housewifey Juhi goes extreme... just for these flavour
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