The number of Internet Users in India is growing by every hour, minute and second. 400 million (Internet Users in India by 2015*) - is a number which is fuelling the aspirations of many entrepreneurs in this country operating particularly in the Internet domain. But if you thought it’s only the e-commerce rockers who are marketing offline and rocking online or the daily deals sites that have swamped every nook and corner of your vicinity, think again.
BigRock.com, an ICANN accredited domain registrar and a leader in providing web-presence solutions to small businesses and individuals, launched by the Directi Group in January this year has spent a whopping 10 crores in the very first year of its launch on marketing and advertising the brand. Unlike the rush in the e-commerce space where these websites are being seen on television more than regular brands, BigRock is a prime mover in its category. The first campaign of BigRock rocked the internet and television space in February with four ads – Nutraja, Rambo Acting Classes, Recovery Agent and the award winning Savitri Bai.
But that only was not enough! To re-kindle the brand in the memories of people and motivate them to have an online presence for their businesses, the number one domain and website provider in the country has launched its second campaign keeping the tagline same – Got a business, Get a Website. A total of 4 videos have been released again this time – Rickshaw, Fashion and Akhada for television and Crooked Politician only for social media. The campaign idea however has remained the same – ads with unusual businesses in humorous light that connect with Indian everywhere and inspire them to have a website if they have a business.
Speaking on the heavy marketing initiatives in the first year itself of the launch, Bhavin Turakhia, CEO, BigRock and founder Directi Group said, “India will have approximately 500 million users by 2015. Data from mature Internet markets reveal that the growth in number of websites in a country is directly proportional to growth in number of Internet users. In order to leverage the huge opportunity in India, it is important for us to have a strong Brand recall. We planned subsequent campaigns during the initial days itself in order to gain a prime mover advantage and become the number one destination for domains and websites in people’s mind. The strategy was to not be preachy, but just register a message in subconscious minds of business owners and individuals – if everyone can have a website, why can’t I?”
The communication has cautiously been carried out with the price tags in both the campaigns. “Indian market is price conscious. We have specifically mentioned the prices to reduce the friction from users who do not want to try out.”
Being an online business itself, BigRock has the entire nation as its consumers. On target are 6 metros and 200 towns with equal importance to each. The campaign has been rolled out on television mainly focusing on Business News, Movie, Entertainment and Infotainment channels in both Hindi and English including the GEC and News Channels in Southern markets. Mediacom has been the media partner for BigRock since its first campaign.
“Our earlier campaign got a phenomenal response, and what’s worth noticing is that it din not benefit only us, but the entire category. We have planted a seed in the mind of people that owning a website is as easy as logging to our website and as cheap as buying tea or coffee. We have taken the lead to spread knowledge and remove inhibitions; the whole category is seeing a boost. A simple message is enough to make people curious and ask about stuff,” rejoices Bhavin.
The rocking Ideas for BigRock have been created by Ideas@Work. Speaking on the uniqueness of the campaign, Prashant Godbole, Founder, Ideas@Work say “The campaign is truly a national one as we are releasing it in 5 different languages and going out to not only Tier I but Tier II and Tier III cities too. Last time we showcased businesses that were more real than the ones this time. We’ve gone a notch higher on the disruption element by showing more imaginative businesses. Basically we are trying to tell people that if they have business they can easily get a website too.”
The campaign will run for 4 weeks on traditional media and for a while longer on social. BigRock has also launched a ‘PIC a .COM’ contest on Facebook asking users to submit pictures of funny dotcoms and take away iPads as a prize. BigRock already has about 7000 fans on facebook and more than 1000 followers on Twitter. The contest is being heavily promoted on both the sites.
The third campaign by BigRock will be seen in the first quarter next year. Needless to say, we will see some more unique businesses making a foray online, some more humour and of course some more (maybe double) moolah spent on the campaign.
* Data from McKinsey’s report ‘Riding Asia’s Digital Tiger’ published in 2009