Campaign India Team
Feb 07, 2011 signs on Mediacom and Ideas@work

The television campaign for the brand is already on air signs on Mediacom and Ideas@work, an internet business providing web-presence solutions and part of the $300+ million Directi group, has appointed Mediacom as its media buying partner in India, and assigned the creative duties for its ongoing multimedia campaign to Ideas@Work. BigRock has earmarked an outlay of INR 10 crores this fiscal towards advertising spends.

Commenting on the mandates, Tarun Davda, business head,, said “We have outlined an aggressive target to not only expand the web-presence solutions market in India but establish a leadership position with 20% market share over the next three years. Media buying will play a crucial role in achieving our business goals, and Mediacom’s rich media buying history, deep understanding of our brief, and an integrated solutions approach affirmed our belief in their capabilities. We are delighted to have found the right media buying partner.”

Ashwini Kamat, general manager: Media Mumbai, Mediacom, said, “We are excited to add a digital brand to our table. Given the rejuvenated buzz being witnessed  in the Internet based businesses, gives us an excellent opportunity to establish their brand leadership in the web-presence solutions space through an innovative media mix.” The media mix for the business includes television, print & other media. Mediacom will identify, evaluate and advocate appropriate propositions and media properties, keeping in mind the target markets, target segments and the overall brand positioning. It will help the brand choose the right media mix to reach the right target audience."

Prashant Godbole and Zarvan Patel, co-founders of Ideas@work, said, “We are very proud to be the agency behind the first-time advertisers of domains & websites in the country. The humour route has been adopted for the television commercials to break the clutter and intrigue the audience. The protagonists of these commercials, viz ‘Savitribai’, ‘Happy Recovery Agent’ and the ‘Rambo Acting Class candidate’ are very engaging and communicate the desired message of owning a website to the target audiences that include small businesses, individuals and professionals.”

Campaign India