The most visible brands, according to the Brandwagon-Synovate survey were those that engaged extensively with consumers through advertising and other means of communication and market activity. Tata Docomo has been adjudged the most visible brand of 2009 in our survey. At the time of launch, it was the eighth entrant in a market that was overcrowded. Every player had some plan on offer to woo customers and they were all screaming at the top of their voice to apprise them. Despite these challenges, Tata Docomo beat the clutter and marked its entry through a series of bright and brilliant creatives splashed across TV, print publications and outdoor media. The Tata Docomo jingle, today, is one of the most recognizable on TV. Likewise, consumer electronics maker LG made a splash across media platforms through its campaigns focussed on family and healthy living. Despite being one of the prominent cricket advertisers, the brand was absent on the biggest cricket platform, IPL. It, however, made up for this absence through consistent through consistent and extensive print, TV and digital campaigns.
Vodafone too shared the honours as the most visible brand this year. The mobile phone brand?s Zoozoo ad campaign gave it the ammunition to counter rival brand Airtel. Unveiled during the Indian Premier League cricket tournament, it became a runaway success and each ad promoted the brand?s various value added services. The overwhelming success of the Zoozoo campaign saw the brand coming out with a second series on the antics of the egg-headed aliens by the end of the year besides activating on-ground and online initiatives. Cashing in on the Zoozoo frenzy, the company, has licensed the Zoozoos to Shoppers? Stop for retail merchandising.
