Ideas@work has created two new TVCs to announce the marketing alliance between Public Interest Registry (PIR) and BigRock. The duo have come together to boost the adoption of .ORG as the preferred domain name for businesses in India.
This campaign continues BigRock's philosophy of showing unusual businesses as it shows a manufacturer of election inks along with those of aglets. The theme for this campaign revolves around the message, 'Today you're not a company, you're an organisation'. The two films convey the message that the fully-loaded website package including a .ORG domain name, email hosting, and web hosting integrated with an interactive website builder priced at Rs. 299.
Commenting on the brief given to Ideas@work, Shashank Mehrotra, business head, BigRock said, "We wanted Ideas@work to create a message that resonated with small businesses in India. We wanted .ORG values to be showcased very clearly. We wanted to speak in a tone of voice that was BigRock’s. And most importantly we wanted to be funny. As you can imagine, doing all of this together in 30 or 45 seconds is difficult. I’m really proud of what our entire creative, production, and directorial crew have been able to produce here."
He added, "The theme of the campaign was actually something that Zarvan Patel from Ideas@work came up with while jamming on a guitar at a sound recording session. It was back in December – and he just looked up from his guitar and said this one line and all of us were like “wow” – this totally captures the essence of what .ORG is stands for. That line was “Today you’re not just a company, you’re an organization”. And while we went through 5 different creative directions this line remained constant through all of them."
On the tie-up with BigRock, Nancy Gofus, chief operating officer, Public Interest Registry, said, "When BigRock and PIR surveyed the Indian market as part of laying the groundwork for this campaign, we found that the level of awareness of .ORG was not as high as other TLDs. In addition, people had a perception that .ORG was for very ‘large organizations’ or those that ‘exclusively associated with social causes’. Building from this, PIR and BigRock joined hands to build a strategic marketing program around creating a perception of .ORG as a destination of choice for small businesses. While PIR and BigRock continue to work together as a registry-registrar, this campaign is specifically targeted at building and growing that awareness."
BigRock has also launched a contest titled 'Get filmy with .ORG' on their social media platforms to encourage people to create and generate short films with different business ideas. The winner of this contest gets a fully expense paid trip to Thailand.