BigRock.com, an internet business providing web-presence solutions and part of the Directi group, has launched its latest advertising campaign.
The campaign consisting of three TVCs, created by Ideas@work promotes BigRock.com’s new offer of having a complete website for Rs. 499. The idea, “Got a business, get a website”, is a continuation of the campaign BigRock had rolled out in January this year.
The TVCs will go on air tomorrow.
Commenting on BigRock.com’s business and the brief given to Ideas@work, Shashank Mehrotra, general manager and business head, BigRock.com said, “We are in a category that is essentially infrastructure products for the internet. This is what powers small and large businesses when they go online. What we’ve noticed is that there is a tremendous degree of under-penetration of the services in the Indian market. Along with telling people about an established and organised player in this market, there was also an element of education required for the consumers just because of the low levels of penetration. If you look at the Indian market, we have 30 million small businesses in the country, which includes kiraanas etc, that don’t require websites. Even if we’re being conservative and say that only 10% of these small businesses are in tier I, II and III cities and have many employees serving reasonably large turnovers, don’t have total websites. So the brief primarily became about engaging with the small business owners and professionals who work out of their homes. We are telling them that it’s not hard to own a website through our portrayal of unusual businesses having a website in our TVCs."
He added, “We struck a pretty good sort chord when we ran our campaign in January. It had a very nice connect and lot of people took notice of it and said this was great.”
On this campaign, Zarvan Patel, co-founder and creative director, Ideas@work, said, “This time we started looking at even wackier businesses from last time. A lot of the field work was done in the last campaign and with this campaign we just wanted to push it as far further as we could. This campaign brings out even more unusual businesses. Savitri bai and recovery agents, in our last campaign were actual businesses. It’s a subtle change, with the concept being the same. We hope to get more viral-able this time, and surpass what we achieved last time.”
On the TG for the campaign which will run for around four weeks, Mehrotra said, “We’re looking to target SEC A and B males with heavy play on business media, hindi and english news channels, movie channels (hind and english) and on infotainment channels.”
On the social media campaign, “We are running a pretty aggressive social media campaign through which we are launching a contest 'Take a dotcom'. We are asking people to send out an engaging, funny and thoughtful pictures with a funny dotcom caption for them. The idea is that we will engage a lot of buzz through social media and get people to like these pictures and give out iPads, iTouches, etc among the winners.”
View some of the pictures submitted by participants: (click to enlarge)
Client: Directi, BigRock.com
Creative directors: Zarvan Patel and Prashant Godbole
Advertising team: Shahan Karanjia, Raghav Sikka, Mahesh Gorde, Dominic Braganza, Shriram Mandale
Production House: Films Group
Media Agency: MediaCom