MUMBAI: Internet products company Directi‘s recently launched BigRock.com has roped in Mediacom as its media buying partner. It has also roped in Ideas@Work to handle its creative duties.

The Internet business providing web-presence solutions will be spending Rs 100 million this fiscal towards advertising spends.
 
BigRock handed over both the mandates after a multi agency pitch process that lasted over two months.

Said BigRock.com business head Tarun Davda, "We have outlined an aggressive target, to not only expand the web-presence solutions market in India, but also to establish a leadership position with 20 per cent 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."

The media mix for the business includes television, print and 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.
 
Adds Mediacom general manager - media Mumbai Ashwini Kamat, "BigRock.com gives us an excellent opportunity to establish their brand leadership in the web-presence solutions space through an innovative media mix."

Recently, Ideas@work has created television commercials for BigRock. The humour route has been adopted for the television commercials to break the clutter and intrigue the audience.