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11 Food-o-sieur: Distinctive, relevant, conveyed brevity but not found to be very interesting Not that attractive, however better than the previous ones. Background could have been of a different color though. F, 26, WP Unanimous dislike for the background color and light font usage Oh I love this! The concept is really good, I love the copy, its visually appealing, the thought behind it is great F,26,WP HEADLINE VISUAL COPY I don t like it. It s copied from the Aditya Bal program on NDTV good time s right? Is this his joint? M, 41,SE Was considered non-distinctive and boring unanimously in this segment BRAND NAME One line says it all. Don t have to look through the rest of the lines. - F, 26, WP Aced on all 5 parameters BASELINE

12 Variety Seeker: It is relevant but not interesting and distinctive enough. High relevance, not distinctive and simple though. Not really interesting just ok HEADLINE VISUAL COPY Interesting, distinctive, relevant simple and short. Peacock is relevant as a logo considering the cuisine offered. M,29,WP BRAND NAME Interesting, distinctive, relevant simple and short. On the whole respondents like the ad but the image had lesser representations of different cuisine. BASELINE

13 The Great Indian Family: It is interesting, distinctive, relevant, simple and short enough. HEADLINE Not interesting, distinctive, relevant, simple and short enough. The photo of Taj Mahal could have been better. It is very clutered Raj Dixit, Male, 35, WP VISUAL It is interesting, not distinctive, relevant, simple and short. COPY Interesting, distinctive, relevant simple and short. Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

14 Foodie: Relevant and simple but not interesting and distinctive enough. Brevity is maintained. Totally distinctive, interesting, relevant, in spite of being simple and apt. Being a foodie I wouldn t mind if some other foods could be incorporated in the visual. May be a raj kachori instead of ice cream? (M,23,SE) Interesting but not great, rest relevance, simplicity and brevity prevails with sense of distinctiveness. HEADLINE VISUAL COPY Interesting, distinctive, relevant simple and short. Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

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16 Variety Seeker: It is interesting, distinctive, relevant, simple and short enough. Interesting, distinctive, relevant, simple and short enough. Map of India anywhere, always gives a feel good factor. Only if the visual of food was clearer it would have been much better M, 26,WP Relevant and simple to convey the intended message. HEADLINE VISUAL COPY Definitely Interesting and relevant even though it failed to be distinctive enough for all the respondents Relevant and simple BRAND NAME BASELINE

17 The Great Indian Family: Interesting, not distinctive, relevant, simple and short enough. HEADLINE Not interesting, distinctive, relevant, simple and short enough. The map photo could have been better and some element of food could have been added M, 35, WP VISUAL Neither interesting nor distinctive but relevant, simple and short. Incomplete, focus just on cheesy line and no focus on the food being served M, 26, WP COPY Interesting, distinctive, relevant simple and short. Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

18 Foodie: Interesting, relevant, simple and short enough, but not really distinctive Interesting, distinctive, relevant, simple and short enough Relevant and simple but didn t find it interesting and distinctive HEADLINE VISUAL COPY Definitely Interesting, relevant, distinctive, simple and short enough BRAND NAME Relevant and simple but not really interesting. Seems copied and clichéd to the respondents Don t make lines like these as taglines as they are too much clichéd and I have personally read and heard it a lot f times hence don t appeal much (F,21, student) BASELINE

19 Food-o-sieur: Would notice it for the headline but nothing else M,41, SE Fails to be interesting but has brevity HEADLINE No I don t like it. It looks like bad photo shopping, Kashmir is going above the katora, it s just not aesthetic looking F,26, WP Platter is hurting the eye. Its not clear what you re trying to say. You didn t have to literally put in on a platter. Also, there is too much on the plate. Backdrop should have been plain. F, 26, WP VISUAL Not interesting or distinctive. Fails on all 5 parameters Boring - M,41, SE COPY Not found to be distinctive or interesting but has brevity and is clear to the respondents BRAND NAME Even though the concept was found to be simple and clear, it fails to be distinctive, relevant or interesting BASELINE

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21 Variety Seeker: Relevant but doesn t convey brevity HEADLINE Interesting but not distinctive VISUAL Interesting and simple copy COPY Interesting and distinctive but not clear, relevant not did it have brevity Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

22 The Great Indian Family: Interesting, not distinctive, relevant, simple and short enough. HEADLINE Interesting, distinctive, relevant, simple and short enough. VISUAL Interesting, distinctive, relevant, simple and short. COPY Interesting, distinctive, relevant not simple but short. Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

23 Foodie: Relevant, simple, somewhat interesting but isn't distinct Simple but not really Interesting and distinctive. Interesting, distinctive simple and short enough. HEADLINE VISUAL COPY Is really interesting and succeeds on all 5 parameters Interesting, relevant, simple and short but not so distinctive BRAND NAME BASELINE

24 Food-o-sieur: Headline failed to be simple, lacked brevity and was not relevant as the respondents felt it didn t make sense with the rest of the ad HEADLINE It s okay but, Too much things... too many places I don't know where to concentrate. It doesn't look like an ad, it looks more like a flier. It's very collegey - I mean it reminds me of the eateries I used to eat in those days. The food looks good though, I would go to a place if the picture of the food is good - F,26, WP VISUAL Respondents felt that the copy shows the cultural difference and is good on all counts Looks very youth-oriented. Cute. You didn t have to write Dimsum or Golgappa there. But I like it. F2, 26, WP COPY Interesting, distinctive, relevant not simple but short. Yes, maybe the lower class won t get what glee is... Would they? M,41,SE BRAND NAME It s too Bollywood - M,41,SE Irrelevant and nondistinctive BASELINE

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26 Variety Seeker: It is interesting but not really relevant and distinctive. Interesting visual but not really relevant and complex to understand. Interesting and is also long. HEADLINE VISUAL COPY Interesting, but is not relevant. Most people will think desi ghee misspelled as desi glee when they see ad M,29, WP BRAND NAME Interesting, distinctive, relevant simple and short. BASELINE

27 The Great Indian Family: It is interesting, distinctive, relevant, simple and short. HEADLINE Interesting, not distinctive, relevant, not simple and short enough. Visuals are not appetizing Raj Dixit, Male, 35, WP VISUAL It is not interesting but distinctive, relevant, simple and not short. COPY Interesting, distinctive, relevant not simple but short. Interesting, distinctive, relevant simple and short. BRAND NAME BASELINE

28 Foodie: Relevant and simple but not really interesting nor distinctive. Visual is simple but not really interesting, distinctive or even relevant. No similarity between a samosa and a burger. A wada pav would have been more appropriate if at all. - M,23,SE Not interesting and is simple but not relevant. HEADLINE VISUAL COPY Interesting, distinctive, relevant but not simple. Interesting, distinctive, relevant simple and short but again looks copied. BRAND NAME BASELINE

29 Food-o-sieur: Found to be relevant, distinctive and has brevity I like it, it s very kitschy, I like the design. But maybe you could put something else other than a samosa. I like trying different food, but yea it makes me feel like visiting the place. F2, 26, WP Relevant but more so for a younger audience Doesn t talk about the concept of variety much - F,26, WP HEADLINE VISUAL COPY Interesting, distinctive, relevant not simple but short. BRAND NAME Is a Samosa healthier than a burger? Is that what you re trying to say? Very Bad. Presentation is very bad. F, 26, WP BASELINE

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32 ROUTE 1 AD 1 ROUTE 1 AD 2 ROUTE 2 AD 1 ROUTE 2 AD 2 2 respondents liked it while the third didn t liked it. interesting concept but too many sweets only. (M, 26, WP) Taj mahal is symbol of eternal love, using it as background for food is a disregards (M, 28, WP) All the respondents liked it. The general perspective being that the headline, copy and visual in being absolute sync. Really nice way to showcase the delicacies from all states. Reflecting unity in diversity (Male,28, WP) It clearly stands out, very eye catching and shows all cuisines. (M, 29, WP) All three respondents found it just ok and clichéd. it is like any other run of the mill ad for a food court M,28, WP you say its 28 states, I can only see 2. M,26, WP 2 out of 3 respondents don t like it. One of them liked the concept not the ad. A good thought doesn t tell anything about the product. M,28, WP its confusing me and definitely doesn t convince me to try the place. M, 29,WP

33 ROUTE 1 AD 1 ROUTE 1 AD 2 ROUTE 2 AD 1 ROUTE 2 AD 2 2 respondents liked it while the third didn t liked it. Better contrast of picture from background. Easy to focus on the ad. (F, 23, WP) No, though the concept is good, Taj Mahal represents essence of India but the image isn't that clear. Looks cluttered. Logo isn't apt for a food court. (M, 35, WP) 2 respondents liked it while the third one find the ad cluttered and took time to interpret it. Yes I like it, it brings in whole of India under one umbrella. India stands united. (M, 35, WP) No, its very in your face taking a lot of time to interpret, very cluttered, it doesn t show any visual of food. ( F, 23, WP) 2 people liked the ad out of 3. It is very colourful and Nida Mahmood style. Contrast is well brought out. It has a desi stylish touch to it and gives a fun filled and happy message, M, 35, WP Very attractive ad. Gives the message in a very funky and clear manner, - 23, F, WP 2 out of 3 respondents don t like it. It is taking a lot of time to interpret. Though the colour combination is good, the consumer needs to concentrate a lot to understand it - 23, F, WP The photos of the food look very abrupt and artificial. Though the concept is good, it is not well executed M, 35, WP

34 ROUTE 1 AD 1 ROUTE 1 AD 2 ROUTE 2 AD 1 ROUTE 2 AD 2 All three respondents liked it. I can relate to it as in it has our nations pride as well as the food that I relish. Good headline any foodie will like it. (M, 23, SE) Taj mahal is symbol of India and Indians are known to love food, showcasing food from India is a good concept (F,22,Student) Two respondents really liked it. Third one found it okay. They feel that the map on the plate visual also goes with the the headline depicting food from all over India. It speaks for itself. Indian map on the plate totally goes with the headline (F, student, 21) The visual as such rightly depict food from all over India (F, student, 22) 2 respondents found it just ok and one liked it. to me it looks like a coped concept. Looks Like a Haldirams ad (M,23, SE) Competition is shown, to be more aggressive here. It is more like a declaration of victory in humorous way. I like the ad more because like I said its more aggressive and humorous (F,22,Student) 2 out of 3 respondents don t like it. One of them liked the concept. Not good. Too much to look at. Not so much appealing. And moreover I don t like samosa (F, 21, Student)

35 ROUTE 1 AD 1 ROUTE 1 AD 2 ROUTE 2 AD 1 ROUTE 2 AD 2 All 3 respondents liked this ad Attractive. Color scheme is matching with the kind of language used. It s a good ad. Looking good. Background is not overpowering. F, 26, WP The Taj food one because the ad is fun to see the way food is represented in one of the wonders of the world and the best jewel of India M,41,SE Surprisingly none of the respondents liked this ad in this segment Platter is hurting the eye. Its not clear what you re trying to say. You didn t have to literally put in on a platter. Also, there is too much on the plate. Backdrop should have been plain. F, 26, WP 2 out of the three respondents somewhat liked this ad The food could have been much more appetizing, it looks stale. Plus I don t like the brown background. M,41,SE 2 out of the three respondents liked this ad I mean it feels like an ad for a Halwai more than a food court. Though I suppose it still makes me want to go and try the place out - F,26,WP the samosa on the stand one. Because it s different and the connotation is hilarious especially since it s a desi food kicking a American burger s a** M,41,SE

36 HEADLINE VISUAL WITH MOUTH WATERING DISHES FROM ALL 28 STATES OF INDIA. CHAKH LE INDIA GURANTEES YOU TWO THINGS: INCREDIBLE TASTE, UNLIMITED FUN. COPY BRAND NAME BASELINE

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