Chuckle-worthy ads from Ideas@work for BigRock

01 Dec,2011

By Shubhangi Mehta


Big,an internet business providing web-presence solutions, has launched its latest advertising campaign.


The campaign consisting of three TVCs, created by Ideas@work promotes’s 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.


ideas@work and Big Rock started working together in September 2010. They have worked on TVCs and a few print campaigns.


The dead-pan humour has found likeability to a lot of people’s sense and sensibilities. The treatment of a depicting a real business for whacky/imaginary products and services evoked humor and also drove home the message, subliminally, no matter what your business is, getting a website is essential.


There is a continuation down the path of highlighting unusual businesses in a humorous light and in a way that connects with Indians everywhere. The campaigns are being launched in 5 languages because BigRock is a well-regarded pan India brand. The communication campaign that comprises of TV commercials, and viral campaigns are being unveiled across tier I, II and III cities with the simple message – ‘Got a Business? Get a Website.’ The communication showcases small businesses that have benefited with a website from BigRock and inspires the business owner to think – ‘if they can have a website, so should I.’


The research insight for the campaigns was that there are an estimated 100 million users of the internet in the country. India is projected to become the third largest globally in terms of internet users by 2013. To give perspective, the top country’s in terms of internet usage today – China and US – have an internet user population of 485+ million + and 480+ million +, respectively.


The total number of domains registered in India is only about 3 million. The ratio of the total internet users to the total domains registered in the country thus is an abysmal 1:45. In a country such as the USA that number would be 1:5 – thus there is every indication that the headroom for growth in this industry is enormous.
Bhavin Turakhia, Founder, BigRock, said, “The ad was communicating a brand and a message which the TV Viewer has never been exposed to. Hence we had to take utmost care of keeping the concepts simple, relatable and humorous.


“If you see any of our TVCs, they have 3 stages. The first stage talks about the funny / imaginary business which then leads to the business owner’s website name and the message – Got a business? Get a website. The last part is the product offering / offer window.


“In totality, we tell the TV viewers that there is a wacky/unbelievable business which has a website and that every business should have their website and finally finishing with the offer that at BigRock, you can get a complete .COM Website at just Rs. 499.”


He adds, “If you were to compare the BigRock ads to any other .COM Company ad, you’ll notice that the treatment and the concepts used for BigRock are highly disruptive, simple to understand and have a clear call to action. The look and feel of the ad is also highly real. We believe that the brand is for everyone who has a business/ has thought of setting up a website. There is a definite risk that when the campaign is this catchy, the consumer gets more engrossed in the campaign rather than focusing on the product but if you’re not entertaining the TV viewer, there are more chances of your brand being forgotten. The balance between the story and the product window has to be optimized to drive home both, the brand name and the communication”.


The campaigns will be a 3-3.5 week affair on TV, Digital Media and Print.
Sharing his views on the campaign Amod Dani, ECD, Leo Burnett, said, “Some really interesting stuff here by The campaign has humour nicely woven into it and the Savitri Bai and Rambo acting classes commercials are very well crafted and funny. The “Newspaper… Toilet paper” touch and “Mere ladke ko julab ho gaya hai” got me ROFL!


BigRock really stands out thanks to some good honest and simple execution. Nice to see humour well done, after a long time. Though I feel all of them are not as funny as Savitri Bai and Rambo acting classes, but overall the work is far better than what we’re seeing on the idiot box. Give me also a two now!”

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