The smooth connect

For the second month running, FCB-Ulka Advertising Ltd has grabbed the top honours in Mint's monthly television ad survey.This time, their ad film for Tata Indicom's Plug2Surf Whiz scored the highest in both brand recall and awareness. On awareness, the commercial scored 86%, way ahead of runner-up Ogilvy & Mather Ltd's flick for Infomedia Yellow Pages. Also, as many as 71% of the respondents could recall the brand, compared with only 67% who could name Infomedia.Interestingly though, the ad film featuring Tata Indicom's brand ambassador, actor Kajol, ranked much lower in ad diagnostics. In terms of softer issues of enjoyment, likeability, belief and claim, the repondents ranked the Tata Indicom ad at the No.9 spot, with an average score of 81. The top slot went to Havells’ CFL lamps, with an ad diagnostic score of 86. The ad film-set in a Tibetan village where a little boy is declared the Rimpoche (Dalai Lama incarnate), thanks to the glow of Havells’ CFL lamps?was liked by many, but it did not aid brand recall or awareness. It ranked No.16 in the ad reach index.