Theme of Advertisement:

THEMES OF PATTRIATISM

No. 1 Brand: Airtel Client: Bharti Airtel Limited Agency: Rediffusion DY&R, Mumbai

Production House/Director: Red Ice / Shoojit Sarkar On a drizzly Mumbai afternoon, overcast skies let in a little more than conventional wisdom to the boys in Rediffusion DY&R. They decided to celebrate the rains over tea and biscuits with a brief from Airtel staring them in the face. Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in January, with a clear-cut mandate of taking the brand forward inclusively. "We wanted to show unmatched coverage and link it with unbreakable bond to convey the functional benefit of the network with emotional connects," says Mr Vittal. That's when K S Chakraborty, with a WG Grace-like visage, used rain as a metaphor to effect. The ad in question evocatively depicts the father and son relationship with rain in the backdrop. The son captures the sight and sound of a downpour and calls up the father trapped in a board meeting. Simple joys, human connect and seamless network form the sum and substance of this ad and propels it to the number one slot in our rankings. "A brand with 40 million subscribers needs a very large space to open up hearts," says Mr Chakraborty.

THEMES OF EMULATION:
No. 2 Brand & Client: Nokia Agency: Bates David Enterprise, Mumbai Production House/Director: Chrome Pictures / Amit Sharma It's lonely at the top. But mobile handset giant Nokia is not alone. Two ads from Nokia's stable qualify in the rankings, and propels the brand to number two in the ad effectiveness meter. There's an international ad about the NSeries done by a host of agencies and then, the homegrown ad churned out by Bates that focuses on mass-market camera phones for the youth. For all practical purposes, that's the ad in focus. It's an inclusive ad, says Devinder Kishore, director of marketing at Nokia India. "It has strong linkage with the audience," feels Rajeev Raja, creative director of Bates India.

THEMES OF AFFECTION:
No. 3 Brand: Surf Excel Client: Hindustan Unilever Limited (HUL) Agency: Lowe, Mumbai Production House/Director: RDP Productions / Abhinay Deo 'Daag Acche Hain' was the tagline that made dirt look good is a universal theme that the FMCG behemoth HUL adopted for its detergent power brand, Surf Excel. Having tasted success in the past with the brother-sister commercial, Lowe was under pressure to deliver another cracker of an ad with the same theme but a different situation. "The wink at the end came across so well that it just stole the show," says Priti Nair, who with the help of Brijesh Jacob, created the traffic fight situation which went on to become equally popular as the last ad. No. 4 Brand: Hutch Client: Hutchison Essar (Now Vodafone) Agency: O&M, Mumbai Production House/Director: Good Morning Films / Shashank Chaturvedi A frail-framed Irfan Khan dominates the screen with dialogue complementing the virtues of middle-class existence. The brief really was to make mobility more affordable than what the subscriber thought. "The examples used in the ad connects with the people we're talking to - chai-paani wala et al," claims Rajeev Rao, creative director of O&M.

THEMES OF AFFECTION:
No. 5 Brand: UTI/AXIS Bank Client: UTI/AXIS Bank Agency: Meridian Advertising, Ogilvy & Mather, Mumbai Production House/Director: Working I / Sameer Tiwari Finding identical twins was the most challenging task before the admen here. The name change of the bank needed to be communicated in BOLD. "Since UTI was announcing the change that except the name, nothing else is changing, we thought of working with identical twins," says Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather

THEMES OF BEAUTY

No. 6 Brand: Lux Client: Hindustan Unilever Limited (HUL) Agency: JWT, Mumbai Production House/Director: Chrome Productions (Amit ) / Firoz -Film Head, JWT When the age-old beauty soap from the HUL stable, Lux, decided to introduce a new theme for the brand, it was a huge challenge to Indianise its global tagline 'Play with Beauty', says Sumira Roy, ECD, JWT. "We wanted the same spirit to be communicated (yet customised) for the Indian women," says Ashok Venkatramani, VP Skincare, HUL. Hum with the brand, Surat Bhi Hai Khoobsurat Bhi Hai.

Mo. 7 Brand: Pepsi MyCan Client: PepsiCo India Agency: JWT, New Delhi Production House/Director: Corcoise Films / Prasoon Pandey It's all about style' for the new Pepsi MyCan commercial. A teeny-bopper with spiked hair frazzles SRK. Phew! Now that's some attitude. The creative team at JWT, led by creative director Surjo Dutt scripted and shot the ad in a day, with the objective of showing today's youth as being full of individuality. That is what the brief was like from the client as well -- to establish a new style statement. Along with it was to propogate a new ritual of holding the MyCan in a unique way, which has caught on among the youth in a big way, says the team at JWT. Theme of Safety No. 8 Brand: Jeevan Tarang Policy Client: LIC Agency: JWT, Mumbai Production House/Director: Dungarpur Films / Sharan M How many times do kids put coins in slot machines and get a shower of chocolates? At least the LIC ad featuring a cherubic new face ensures that every time. The coin was an expression of the premium "and once that gets inserted into the machine, the boy gets chocolates (money) manifold...when you pay for our term policy, you enjoy

installments throughout your life," according to an LIC spokesperson The thematic treatment was rendered by JWT's Sumira Roy, who was determined "to break the fuddy-duddy image of LIC". Theme of Fear:

No. 9 Brand: Tata Sky Active Whiz Kids Client: Tata Sky Agency: Rediffusion DY&R Production House/Director: Equinox / Manoj Shroff The commercial had to be designed to convey the message that interactive application in Tata Sky can make kids 'little geniuses' from an early age. "To attract kids, the visual hook plays a pivotal role. An identity, a catching jingle and a surprise element in the face of Einstein were other factors which made kids reckon and relate with the advertisement," says Ashish Khazanchi, creative director, Rediffusion DY&R. Advertisement Agency:

1. Ogilvy & Mather is an international advertising, public relations and marketing agency

established in 1948. This New-York based firm operates in 125 countries across the world, with its Indian operation centreOgilvy Advertisingin Mumbai. Ogilvy & Mather is the creative team behind Indias most successful and renowned brands such as Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. The O&M network offers services to countless Fortune Global 500 companies across the world. Ogilvy Advertising continues to remain Indias number one advertising agency.
2. Popularly known as JWT, J Walter Thompson is headquartered in New York having

offices in over 90 countries. It was set up in 1864 and even today, continues to create, innovate and define the world of communication in India. JWT has many feathers in its cap including Nestle, Cadbury, Bayer, Ford, Nokia and Unilever. Among its several accolades, JWT was recently proffered with the Grand Prix award at the 2008 Cannes Lions International Advertising Festival for the Lead India campaign.
3. Mumbai-based Mudra Communication was set up in 1980 with the aim of using the art

of communication to express ideas that shape its brands. The Mudra team focuses on its consumers and their needs and experiences. Its four agency networks ensure a customized and collaborative approach to create a brand experience for its clients. Mudra Communication has promoted famous brands like Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar and Mary Kay in such a way that it creates a lasting impression in the hearts of the its consumers.
4. FCB Ulka Advertising Ltd., since its inception in 1961, has continued to be among the

top 5 advertising agencies in India. This companys aim has always been to create advertising that is noticeable and that is most relevant to the buyer, not the seller. Some

of FCB Ulkas successful ads include Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul, among others. FCB Ulka is considered as a turnaround specialist that indulges in more than just brand building.
5. Rediffusion DY & R is a Mumbai-based advertising agency that was set up in 1973. It

focuses primarily on integrated PR services and media relations. This firm stands proud at number 5.
6. The tagline Thanda Matlab Coca Cola is the brainchild of one of Indias leading

advertising agenciesMcCann Erickson India Ltd. McCann Erickson was born out of a successful and profitable merger in 1930, and its offices in Australia, Southeast Asia, Latin America, Europe and India speak volumes about its advertising success till date. One of the many feathers in its cap is the famous brand line For everything else, theres MasterCard.
7. RK Swamy BBDO Advertising Ltd. is one of Indias leading integrated communication

services providers, which is committed to developing marketing solutions for its clients. Its focusto offer intelligent, cost -effective and creative solutionshas led it to achieve a remarkable double-digit growth in the past recession-hit period. R K Swamy BBDO is a subsidiary of the R K Swamy Hansa Group, which boasts of over 1000 employees and operations across India and the USA.
8. Grey Worldwide (I) Pvt. Ltd. is a Mumbai-based advertising agency specializing is

providing effective advertising and marketing solutions. With offices in Delhi, Kolkata, Bangalore and Ahmedabad, Grey Worldwide India Pvt. Ltd. is part of the larger family called the Grey Global Group. Following are some of the brands that feature on Grey Indias noteworthy list of clients: Hero Honda, Maruti Suzuki, Nestle, Indian Oil, Ambuja Cement, UTV, P&G and Godrej.
9. The creative team of Leo Burnett India Pvt. Ltd. has, over the years, successfully

offered consumers with powerful brand experiences using ads like McDonalds, Heinz, Complan, Bajaj and HDFC, to name a few. A regular award winner at the Cannes festival, Indias Leo Burnett has been proclaimed as one of the most creative agencies of the country.
10. Since its inception in 1986, Contract Advertising India Ltd. has skillfully delivered

successful results to its high-profile clientele including Tata Indicom, Religare, Asian Paints, Dominos Pizza, SpiceJet, Samonsite and American Tourister. Contract Advertising India Ltd. is known for its one-of-a-kind specialty divisions that provide complete advertising solutions. These divisions include DesignSutra, iContract and Core Consulting.