Facebook tops Indian buzz charts

23 February 2011

NEW DELHI: Facebook, BlackBerry and Tata DoCoMo are the brands generating the most buzz in India, according to a survey of advertising and marketing specialists.

Facebook, the social network, headed the rankings, as it did in a similar study last year, afforded a role among the leading operators by 58.9% of the panel.

Online trade title Afaqs polled 989 industry insiders, asking each to name the five brands they believed secured the greatest interest last year, supplementing these results with votes cast by a jury of six senior executives.

This latter group included Joseph George, ceo of Lowe Lintas, CVL Srinivas, chairman of Starcom Mediavest, Hemant Malik, chief operating officer of conglomerate ITC, and Ashok Venkatramani, ceo of media group MCCS.

Research in Motion's BlackBerry smartphone claimed second on the rankings, having not even featured 12 months ago, with fellow mobile company Tata DoCoMoalso making its first appearance, in third on 34.7%.

Further new entries were automaker Volkswagen, recording 25.9%, and telco Micromax, registering 25.5% and completing the top five.

Idea, a rival of Micromax, slipped from fourth to sixth, receiving 25.3%, while Google climbed five spots, occupying seventh after accruing 21.3%.

Cadbury jumped three position on its way to eighth, logging 20.5% in the process, and Airtel improved from sixteenth to ninth, yielding 17.6%.

Vodafone, propelled to second in the table just 12 months ago thanks to initiatives such as the popular ad campaign based around animated characters called Zoozoos, closed out the top ten on 14.4%.

Airtel and Coke both enjoyed double-digit gains year-on-year, reaching eleventh and twelfth, boasting 13% and 12.3% respectively.

Nokia followed, tumbling from ninth to thirteenth with 12.1%, and Twitter achieved 10%, having held third in 2010.

Apple's iPhone also made its debut, albeit somewhat behind the BlackBerry on a comparatively modest 8%, and trailing Nokia, as the telecoms battle starts to heat up in the fast-growing Asian nation.

Elsewhere, Pepsi fell from the top ten last year to 27th in 2011.

Colgate, Chevrolet and Videcon are several other brands sliding down the list on an annual basis.

Data sourced from Afaqs; additional content by Warc staff