Utterly Butterly Advertising

For a very long time, my post on Amul: Longest run­ning ad cam­paign in the world? is one of the most favorite search engine hits. I do not know why net searchers are fas­ci­nat­ed with Amul’s ads rather than the usu­al utter­ly sala­cious search­es with a dose of but­ter­ly. I do not know if it has any­thing to do with the Amul Star Voice of India real­i­ty show cur­rent­ly on Indi­an tele­vi­sion.

Amul: India’s No. 1 Brand

Thanks to Trak.in, I was alert­ed to this inter­est­ing news: Amul is India’s No. 1 brand, fol­lowed by Life Cor­po­ra­tion of India (LIC), and Nokia.SreeshaantRaho

Lead­ing media, adver­tis­ing and mar­ket­ing pub­li­ca­tion Media mag­a­zine, togeth­er with region­al brand con­sul­tan­cy Asian Inte­grat­ed Media Lim­it­ed and glob­al mar­ket research com­pa­ny Syn­o­vate, has released the 2007 results from the annu­al Asia’s Top 1000 Brands sur­vey.

About the Sur­vey: Nine mar­kets were includ­ed in this fourth round of the sur­vey – Chi­na, Hong Kong, Tai­wan, the Philip­pines, Thai­land, Malaysia, Sin­ga­pore, India and Indone­sia. Syn­o­vate inter­viewed peo­ple aged 15–64 years old, with sam­ple sizes per mar­ket of 500, apart from Chi­na and India, where the sam­ple was 750 across three and four top-tier cities respec­tive­ly.

Asia’s Top 10 Brands for 2007

Rank Brand
1 Nokia
2 Sony
3 Col­gate
4 Coca Cola
5 Pana­son­ic
6 Hon­da
7 7-Eleven
8 Sam­sung
9 Nes­tle
10 Adi­das

You can see the Top 100 Asia brands and the top 3 in each mar­ket (coun­try) here (PDF).

Word of Mouth Advertising

A Nielsen Glob­al Sur­vey shows that word-of-mouth adver­tis­ing is still the most pow­er­ful in the world. Con­duct­ed twice-a-year among 26,486 Inter­net users in 47 mar­kets from Europe, Asia Pacif­ic, the Amer­i­c­as and the Mid­dle East, Nielsen sur­veyed con­sumers on their atti­tudes toward thir­teen types of adver­tis­ing — from con­ven­tion­al news­pa­per and tele­vi­sion ads to brand­ed web sites and con­sumer-gen­er­at­ed con­tent.

87 per­cent of Inter­net access­ing Indi­ans still trust rec­om­men­da­tions from oth­ers over any oth­er kind of adver­tis­ing, mak­ing word-of-mouth adver­tis­ing the most pow­er­ful tool in the indus­try today. Let’s take a look at the inter­est­ing Indi­an results:

Form of Adver­tis­ing Trust­ed %
Rec­om­men­da­tions from Con­sumers 87
News­pa­pers 77
Con­sumer opin­ions post­ed online 73
Brand Web­sites 72
Mag­a­zines 71
TV 65
Email I signed up for 58
Radio 55
Brand spon­sor­ships 52
Search Engine Ads 41
Ads before movies 41
Online ban­ner ads 38
Text ads on mobiles 24

This is amaz­ing — online opin­ions (on blogs, social net­work­ing sites, etc.) are trust­ed high­er than TV adver­tise­ments! And what about those ads before (and dur­ing) movies? Can this per­suade the spon­sors to reduce those TV ad break inter­vals down to zero?

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  • Why are you con­fused, Mahen­dra? The breaks are the times when you get to watch the match, the movie, or what­ev­er. The leit­mo­tif of tele­vi­sion is adver­tis­ing. The rest is only a vehi­cle, an unavoid­able bur­den for the medi­um, the bread on which the (A)mulah is based.

  • Ram­bodoc: 😀 Ha ha ha!

  • Mahen­dra: Amul’s is the most icon­ic adver­tis­ing — and most hilar­i­ous puns and con­sis­tent­ly good copy­writ­ing — that I have seen, and I still fol­low it on-line.

    Ram­bodoc should write their tag lines I think 😉

  • a very inter­est­ing post Mahen­dra and a sub­ject which inter­ests me great­ly.

  • She­faly: Thanks. You might want to check out my ear­li­er post I’ve linked to.

    And yes, Ram­bodoc can def­i­nite­ly join the adver­tis­ing indus­try if any­one wish­es to com­pete with Amul! 🙂

    Nita: Thank you!

  • I am not sure we should com­pare rec­om­men­da­tions by con­sumers to TV adver­tis­ing. The two talk very dif­fer­ent­ly to the audi­ence. Besides let’s not for­get it’s the TV ads which get us the super movies on our idiot box­es sav­ing us movie tick­et mon­ey.

  • Kapil: Thanks. I’m not sure about this, but I think it is the adver­tis­ing indus­try itself that con­sid­ers word-of-mouth rec­om­men­da­tions by con­sumers as a form of adver­tis­ing. Each of the 13 forms of adver­tis­ing researched talks dif­fer­ent­ly with the audi­ence.

    Yes, it is the TV ads that make TV com­mer­cial­ly viable. I was just vent­ing out my irri­ta­tion over these ads and the unavail­abil­i­ty of Tivo in India. 🙂

    Thanks for vis­it­ing!

  • I loved some of the the Fevi­col ads too, espe­cial­ly the one where the shad­ow of a per­son gets stuck to the fevi­col shop shut­ter. 😀
    I think the Indi­an ad agen­cies have some of the most cre­ative peo­ple aboard.

  • Mad­huri: Thanks. Yes, those Fevi­col ads were pure cre­ative genius. There are many, many exam­ples of superla­tive ads in India, but they’re usu­al­ly restrict­ed to one cam­paign or two. Amul is in a class by itself because of its sus­tained cam­paign.

  • cute, sim­ple, yet com­mu­ni­cates the mes­sage.…
    i always loved their ad cam­paign. 🙂

  • Ankur: Thanks and wel­come back! I love to meet Amul-ad-lovers! 🙂

  • rajiv khan­na

    most famous and eas­i­ly recog­nis­able adver­tise­ment