India :As a first in the category, BigRock.com, an internet business providing web-presence solutions and part of the $300+ million Directi group, has unleashed an integrated advertising and marketing strategy to capture leadership position. In line with this objective, BigRock.com has appointed Mediacom – one of the world’s leading media agencies – as its media buying partner in India. As part of the integrated campaign, Ideas@Work– one of the country’s most creative and awarded advertising agencies, founded by Zarvan Patel and Prashant Godbole was assigned the creative duties for BigRock’s ongoing multimedia campaign. Both the mandates were handed over after a multi agency pitch process that lasted over two months.
BigRock has earmarked an outlay of INR 10 crores this fiscal towards advertising spends.
Commenting on the mandates, Tarun Davda, Business Head, BigRock.com, 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, says, “We are excited to add a digital brand to our table. Given the rejuvenated buzz being witnessed in the Internet based businesses, BigRock.com 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 the 3-year old, breakaway agency – Ideas@work averred “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.”
The creative team on the project included Roy Abraham, Joshua Newnes and Mahesh Gorde. Ideas@work handpicked the director of these commercials, Mr. Sanju Ayappa, a young and talented genius who has worked on some of the most memorable ads in the industry. Behind the camera was Andre Menezes. The ads were produced by Footcandles- Production House of the year (All About Ads Countdown). “With Ideas@work, it was a meeting of minds. Their creative approach and overall organizational DNA reflects the BigRock brand closely. They have worked on some memorable campaigns in the past and we are confident that the commercials will resonate with our audiences,” added Tarun Davda.
The breakthrough commercials have captured Facebook profiles and Twitter statuses over the past fortnight, for their shock appeal and humor. In addition to receiving over 50000 (Savitribai) YouTube hits in just 7 days, the average hits on the BigRock website has gone up by 300%.