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BigRock brings quirky back to promote .org domain names

Conceptualised by Ideas@work, the web hosting company has unveiled its latest campaign titled ‘Karma Pest Control’ which emphasises that ‘every business needs a website’

BestMediaInfo Bureau | Delhi | December 19, 2014

BigRock-TVC Click on the image to watch the TVC.

BigRock, a leading domain registrar and web hosting company, has launched its integrated advertising campaign to promote the adoption of .org domains in India. With a TVC titled ‘Karma Pest Control’, created by Ideas@work, the company is presenting .org domain names to organisations and businesses at competitive prices starting at Rs 249.

This campaign is being aired on English and Hindi GECs as well as social/digital media since December 3, 2014. The creative story board for this TVC was developed by Early Man Films. The campaign reinstates BigRock’s commitment to bring Indian SMEs/businesses online, in an interactive manner.

The TVC starts with a voiceover introducing ‘Karma Pest Control’ by saying that ‘ethical pest control is a new idea, we don’t kill pests; we relocate them’. Two men are seen giving ‘aroma sleep therapy’ to mice. The film also introduces other forms of ethical pest control like ‘vibrational mosquito repellence’, ‘circle of life for cockroaches’ and ‘lizard rehabilitation programme’. A man appears on screen saying ‘thanks to , we have saved millions of pests’. The film ends with the thought that ‘every business needs a website.’

Shashank Mehrotra, General Manager and Business Head, BigRock, said, “India is still at a stage where most SMBs do not have a website, primarily due to lack of awareness. BigRock addresses this issue by building clutter-breaking films to communicate the importance of getting an online presence. Historically, most of our TV ads have been around the theme of showcasing quirky businesses achieving success via their online presence. Our latest ad pushes the concept further by introducing a business that specialises in pest relocation services, rather than killing them, which is led by the messaging of .org being the domain of choice for businesses.”

Zarvan-Patel Zarvan Patel

Zarvan Patel, Founder and Creative Director, Idea@work, said, “Keeping in line with BigRock's tone of voice, we have launched a quirky and humorous film that not only entertains, but creates a lasting impression on the viewer’s mind. ‘Karma Pest Control’ is a continuation to our .org campaigns that have bagged awards in the past for the ‘Badshahi Ink’ and ‘Nambiar Aglets’ commercials. This time around, we have pushed the envelope and showcased an over-the-top organisation like Karma Pest Control, whose core business lies in the ethical removal of pests.”

Dave Stewart, Vice-president, Sales and Marketing at Public Interest Registry, commented, “Humour is one language that everyone understands. Public Internet Registry has held the reigns of .org since 1988 and we have been pleasantly surprised with the efforts that BigRock has put in to break down the barrier people have towards taking their business online, through their fun-filled and humorous TV campaigns. We believe in the potential of .org for businesses and just as BigRock has done with ‘Badshahi Ink’ and ‘Nambiar Aglets’, we know that they will entertain and convince customers to take their business online to this domain. The market for .org domain has evolved. From originally being created for non-profits, the domain has grown into something special encompassing schools, open source projects, close-knit communities and a multitude of large causes. We are happy to propagate this cause further in India with support from BigRock.”

The TVC:



Creative Agency: Ideas@work

Partner at Ideas@work: Prashant Godbole

Account Manager: Rohan Nair

Director: Ayappa

Producer: Milin Shah

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