BigRock has rolled out an ad campaign to promote the sales of the .asia registry. The campaign has been conceptualised and produced by ideas@work.
Using BigRock’s trademark tongue-in-cheek communication style, the film showcases the potential adaption of traditional Indian products in other Asian markets.
The film opens in a crowded train somewhere in South East Asia as a voice over asks the question, “Guess what 4.3 billion Asians can use?” A bottle of Sugandha (fragrance) appears, along with an Asian domain for the brand. Two Sumo wrestlers in the midst of battle are up next. This time a silhouette of a bodybuilder appears, along with the company name ‘Shakti langotes’ (power underwear). Once again, a .asia domain associated with company is seen. The next frame shows a Mexican Lucha Libre wrestler dancing as Chusti Furti Energy Booster (fast energy booster) pops up, with a .asian domain name. As the film cuts to the next scene, an office worker is seen asleep at his desk. He is hit in the face with water as Dumdar (strong) coffee is shown as the solution.
A voice over surmises, “Any Indian business can expand with a .asia domain name,” inviting viewers to get one for Rs 99.
Shashank Mehrotra, general manager and business head, BigRock India, said, “India is currently witnessing the dawn of a digital era through the combination of rapid internet penetration, government initiatives and entrepreneurial ventures. This means that a large number of businesses will seek to establish an online presence in an effort to reach a wider audience. Our latest campaign aims to reach out to consumers who wish for a more localised version of the internet medium. With businesses constantly looking to strengthen and promote their brand, the .asia extension will help them towards targeting local markets and establishing their presence online to reach out to millions of potential customers in Asia.”
Client: Big Rock
Creative agency: ideas@work