Friday is India’s “Do-or-Die” encounter against Sri Lanka and the match has just the right amount of tantalizing lead-ups to it to make it an advertiser’s delight. If we could get access to security camera footage from some of the biggest corporates in the world, it would be funny to see company chiefs fervently praying for a victory to the team representing one of their largest markets. And it doesn’t matter who’re official sponsors, pretty much all the usual suspects will be rooting for team India come friday.
Akin to an assignment we had in Advertising class, I noted some of the ads on display in an hour of cricket and then rated them on memorability on a scale of low-medium-high. I excluded brands on players’ clothing and equipment since they vary by teams.
TV Commercials: Pepsi, Nike, Hutch, Reliance Comm, Airtel, BSNL, Videocon, LG, Sansui, ITC, Nokia, Gopal supari, Mcdowells, Dainik Jagran, Daikin, Gillette, The Mobile Store, Maruti, Thomas Cook, Hero Honda, TVS, Sprite
On-field placements : Hutch, Hero Honda, LG, Pepsi, Visa, Gatorade
On-screen placements : Hutch, 99acres.com, ITC, Western Union, monster.com, Union Bank, Nokia
The ads with lowest impact are unsurprisingly the on-screen and on-field placements due to their static nature. However, out of those the on-screen placements vary in impact depending on when they appear. 99acres.com and Western Union would lose out to monster.com and Union Bank, the difference being the former are shown during live action and the latter during action replays. I figure a viewer would be more likely to notice a logo on screen during a slow-motion sequence and not be as irritated with it as during live play
The TV commercials without too many repeat airings would be in the middle, although some ads like Airtel stay in mind inspite of being infrequent. I would rate the Gatorade on-field ad to be in this category simply because it would be compelling for spectators at the ground while sitting under the sweltering hot sun. It would be a crime for expensive commercials to fall in this category since at the end of the day, the viewer might just confuse your ad with a competitor’s
Finally, the ones that stay determined by a function of number of times they’re aired. But a boring ad falling in this category would just irritate viewers (like Videocon, Sansui, Gillette). On the other hand, Nike, Airtel, Sprite have made ads that have repeat viewability.
The most ubiquitous brand hands down, in my opinion, is Hutch. The catchy SML plan ads (of which there are several versions) combined with the distinctive on-field logos and billboards. Add to that the free publicity from the acquisition bid, and we have a clear winner.