Hutch, Alpenliebe rated the best, says BT-TNS India study

The recently concluded latest Business Today-TNS India-promoted Best Advertising Campaigns Study has chosen campaigns for Alpenliebe and Hutch as the best advertising venture.

While Alpenliebe 'Lage Raho' campaign has been adjudged the best among television campaigns, Hutch 'wherever you go' has topped among print advertisements, informed an official statement. In the final tally, some of the campaigns that made it among the top 10 in the print and telly sections, included Sony (Jassi Jaisi Koi Nahin), Airtel (Sachin), Bajaj Pulsar and Bajaj Caliber (Hoodibaba) in the print category, while in case of television campaigns, Coca Cola (Aamir Khan, Nepali) bagged the second spot followed by Britannia Good Day (Rahul Dravid and Virendra Sehwag), Hutch (You and I), and Bajaj Caliber (Hoodibaba) respectively bagging the third, fourth and fifth ranks.

And, what was the basis of selecting the winner? The release quoted Deepak Singh, Associate Vice President, TNS India, as responding: "Engaging and catchy storyline, innovative 'creatives' and a dash of humour - that seemed to have found favour among consumers."

The India Today Group-promoted business fortnightly Business Today commissioned the global market research agency TNS India to conduct this study. As the statement explained, sourcing of the comprehensive list of ads for both Print and TV was done from New Delhi-based TV/Print Ad Index. However, the scope of the study was limited to national TV campaigns and print ads only. Considering the sheer number of entries - 100 television campaigns and 350 print ads, the list was further whittled down to 35 TV campaigns and 50 print ads.

The final short-list was then offered to consumers in the six major cities of Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The target group for the study comprised people aged between 15 to 40 years and belonging to SEC A & B, males and females.