One of the fascinating things about using Facial Imaging when exposing competitive ads to the same respondents

in a single category is that it provides unspoken clues about relative brand positioning issues (as FI does not rely on rational recall or post-exposure rating).

A brand with an inherently easy to understand positioning is more likely to get its message across clearly than a brand attempting to make consumers think about the product in a new light. Here, we see an example of an Instant Noodles brand, Horlicks Foodles, taking on the task of provoking Indian mothers believe that instant noodles can actually be nutritious. It is done in a manner successfully demonstrated in previous posts (telling a story and building towards the main message), but the style of the execution is perhaps a little too dark. So it does not seem to reduce the high level of apprehension when the main nutritious noodles idea is brought forward. Maggi, by contrast, takes an easily believable life-saver message (that Maggi noodles are there and ready when you really need them) and pushes this in an engaging positive manner connected by a catchy jingle. Clever execution combines with a clear-cut positioning to evoke a strong response that builds positively. The key lesson is if you are taking on a difficult advertising task such as proposing something that may conflict with common wisdom, the sequence and content of emotions evoked is critical. Such ads are more likely to lose direction in emotional terms, and need more careful prior assessment. Click the links to view the ads and some top line analysis for the two brands Maggi and Foodles The results: Compared to Indian ads in other day-to-day categories, Noodle ads evoke somewhat below average levels of emotional response, which is not the case for Noodles in other Asian markets that were covered.

However the type, build, and shape of response of Maggi is better than most other day-to-day categories and overall the Foodles ad evokes fair levels of happiness but these may be generated a little too near the end of the ad for full impact. Most issues with ads in this category are execution specific. Noodle advertisers should persist with the generally engaging, narrative based approach, but check on how key messages are perceived, and how different sub-groups respond to the creative. Emotion & Main Message Both ads use a narrative process of some sort to engage and lead into the benefits. Maggi shows good build and coherent patterns of response that align with the message. The key scene with Wife/Motherin-law builds a growing level of Apprehension and Surprise that should maintain engagement.

The Maggi song seems to work, and women relate to Amitabh Bachchan, one of Bollywoods greatest and most enduring actors. This ad sustains the prior emotional levels during the main message.

The emotional start for Foodles, while appropriate to the scenes (which show a tug of war between mothers and children and is a bit tense), is a bit lower level with more negatives (especially Annoyance/Anger) and this pattern is sustained until the message sequence. This means that viewers arrive at the resolution (where Foodles Noodles + Nutrition message is revealed) in a relatively negative emotional state perhaps less ready to accept what may a difficult message to sell.

The key Foodle message itself causes a large peak in Apprehension/Fear and seems not to resonate (or at least not to be shown in a way that resonates). Hence, the intended resolution idea of Nutritional Noodles does not fully overcome the prior negatives or lead to a build effect. Given this emotional response it seems very likely that consumers find the idea of healthy noodles hard to accept and hence the direct presentation of this as factual in the Foodle ad probably evokes emotional dissonance.

Maggi 2 Minute the Emotional Profile The ad is and emotionally well structured commercial evoking good level of happiness and the early use of celebrity build positive reaction fast. The key scene builds a growing level of Apprehension and Surprise where the concern of the wife dissipates with the approval of her mother-in-law so engaging audience and serving as platform for rest of the ad. Then follows high positive reaction during message/brand sequences.

The ad works better with Women, Younger age groups, and SES C, but it is not disliked by any group. The high levels of both emotional and rational response to this ad indicate it is very likely to be effective. Foodles the Emotional Profile The commercial uses tug-of-war idea, symbolising taste-health battle between kids and mothers. It succeeds at evoking positive response among Females and Older respondents; its level of emotional response noted here would be higher if measured only among these groups. Notably Anger/Annoyance peaks at the end are stronger among males less of a concern given target audience. Nonetheless, the overall low emotional and rational ratings are a concern.

However early conflict and dark scenes early raise apprehension that is not resolved before the k ey message appears. The main issues relate to a drop in Happiness and spike in Apprehension during the key message claim (about nutrition benefits) It seems likely that either the health-giver message itself, or its manner of presentation here are causing concern. Further insights on how best to present this potentially contradictory message (Noodles that are Healthy) are needed. However the final scene, showing the Mother/Son reconciliation is emotionally effective and likely to enhance memorability. The Key Lesson is that although the story approach in these ads seems to work overall, stories need conclusion (preferably positive) thus avoid leaving the resolution too late or relying on a message that may raise consumers doubt and undermine the build. Nevertheless, Negatives can be effective if they clearly lead into engagement and/or positive response as can be seen in the Maggi ad, with the Mother-in-Law effect. However, when there is a difficult message to convey, it is important to consider the most effective way to use emotion to reinforce believability towards the claim itself directly stating the claim rationally alone may only partially work. Ads that attempt to get consumers to re -evaluate their perceptions of a brand or category are taking on a particularly difficult emotional task, and even good creative executions (as we think the Foodles one was generally) can miss the mark. Consequently the case for in-depth emotional diagnostics is even greater than for ads designed to reassure or reinforce what is already well known.

Amitabh Bachchan to endorse Maggi noodles

MUMBAI: Megastar Amitabh Bachchan has recently shot a one-minute advertisement for instant noodles manufacturer, Maggi. The 69-year-old actor, who already endorses various consumer products, says it is tough job to convey your thoughts in such a short time.

"Work, of the kind that makes advertisements and campaigns for a product. And this time its Maggie Noodles... the ones you make in 2 minutes, and quite a favourite among the kids. "One would imagine for a 1 minute film it would be a cake walk for those that make films that last three hours. No.. Its a tougher job! In one minute one has to convey and convince the viewer what most of us need three hours to do," Bachchan posted on his blog. He has first appeared in BPL commercials in 1996 and feels that campaigns for such products are a specialized venture. "Campaigns for products are a specialized venture. Huge number of professionals get behind research and development, design and execution, writing the catch lines that would attract and eventually finding the appropriate talent to deliver the goods," he added.

Adults replace children in food MNCs' ads

The latest Maggi noodles TV commercial features two wrinkled old men, with hearing aids, flying kites on a roof as they argue in trembling voices about the flavour of instant noodles. The commercial comes as a surprise to viewers used to watching kids shout "Mummy bhookh lagi" (Mom I'm hungry), with the mother replying, two minutes. And Nestle's Maggi is not alone. In the food and beverages sector, top companies such as Pepsico (FritoLay ), Kraft Foods (Cadbury) and Hindustan Unilever (Kwality Walls) too are now using adults for TV commercials . So, where have all the kids vanished and why? The answer to that query lies in a European Union Pledge undertaken by 11 food industry giants such as Nestle, Unilever, Coca Cola, Pepsico way back in 2007. Under that oath, the MNCs agreed not to use children under the age of 12 in advertisements shown in the European Union countries.