According to a survey conducted by global market research agency Synovate, Tata Indicom, the retail brand of Tata Teleservices Limited, has been positioned as the numero uno by television viewers in major Indian metropolitan cities. The survey says: “The innovative use of a character being positioned appreciably, rather than celebrity presence, has worked well in the Tata Indicom ads.”

In the survey, Tata Indicom rates highest in all three categories of Brand Recall (90 points), Brand Awareness (94 points) and Ad Reach (85 points). The ad campaign leaves behind other brand campaigns by companies like Airtel, Asian Paints, Pepsi and Lays, with much higher scores. Airtel and Asian Paints were ranked second and third in the survey, respectively. The survey was commissioned by Mint.