Kantar’s fourth edition of Creative Effectiveness Awards India revealed that 65% of Indians will buy brands that stand for something they can identify with. Furthermore, only 28% Indians (vs Global average 75%) have watched any ‘foreign’ content. Over 25 years of Kantar Link ad evaluation reveal that ad transference across Indian regions is just about a third. It is believed that this challenges the ever evolving notion of “one size fits all” approach where consumers across the country are subjected to the same creativity. From what is understood from the report, brands are now refreshingly taking on the challenge and opportunity of engaging the southern consumers differently from Hindi-speaking markets.
Considering the digital landscape, the report states that ads that perform well on TV have only a 50% chance of performing well in digital. It further states that emotional resonance significantly enhances digital advertising’s impact on brand building which implies that ads that evoke strong emotions are 3.3x more likely to drive long-term brand equity and 2.75x more likely to generate impact compared to those with weaker emotional connections.
“One of the growth accelerators for building strong brands is to pre-dispose more people. Great advertising builds pre-disposition and loads the dice in favour of the brands. Creative content can and should punch above its weight.” Soumya Mohanty, managing director and chief client officer – South Asia, insights division, Kantar, commented on this year’s findings.
With more than 12,000 creatives from around the world for 2023, creatives of Hindustan Unilever, Mondelez, Nestle, Colgate-Palmolive, Fashnear Technologies, Godrej Consumer Products and Zydus Wellness share laurels in the television category while Eicher Motors, Nestle, Delightful Gourmet & Tata Group win in the Digital Category of Kantar’s Creative Effectiveness Awards.
From what is understood, Over 11% (1,400+) of those creatives were tested in India while the company shortlists close to 300 ads, tested across categories, markets, TG’s (Target Group) and media channels. Reportedly, the winners list has doubled from last year, with Kantar awarding 10 standout performers in the television ads category and four in the digital ads category.
The overall winner for ‘Most Creative & Effective TV Ad’ and ‘Most Consistently Effective Advertiser’ is Hindustan Unilever and the winner for ‘Most Creative & Effective Digital Ad’ is Nestle. Under the Digital Ads category, Eicher Motors, Delightful Gourmet and TATA Group were the award winners.
Hindustan Unilever won both the awards in the category ‘Unstereotype’, with ‘Vim Liquid’ ad being the winner in male category and ‘Dove’ ad being the winner in female category.
“Truly creative ads are the ones that are effective. The journey from being just creative to being effective starts by including your key stakeholders – your target consumers, into the process by pre-testing your ads. This year we have seen some original creative ideas shine through by ensuring that they have a brand and consumer at their heart.” Prasanna Kumar, head of creative domain and executive vice president, South Asia, insights division, Kantar, said.