.ORG 2.0

A couple of months ago, BigRock was presented with a challenging and interesting opportunity to increase awareness and change the perception of the .ORG domain extension in India. We decided to take this challenge heads on and with the aid of our quirky characters – Mr. Nambiar and Badshahi inks we were able to achieve this herculean task.

.ORG has always been known as a TLD that represents trust, reliability and transparency and we’re sure that the first thing that comes to your mind is NGOs, cultural institutions, religious, and civic organizations, schools; etc.

Hence, in association with Public Interest Registry (PIR), operator of the .ORG TLD, BigRock launched a series of Ads to promote the .ORG domain extension in India.

Based on our research, we found that most people in India tend to opt for either a .COM domain name or a .IN domain name. The .ORG domain name has always been perceived as one for a university or mostly a non-profit organization. Our aim was to alter this perception and spread the message that a .ORG can also be used for representing businesses online. After much creative brainstorming we came up with a brilliant value proposition that perfectly summed up the ORG brand. Our message was simple to all SMB domain buyers- “Today you’re not just a company, you’re an organization”.

Two Ads were conceptualized keeping this theme in mind. The campaign encouraged companies and entrepreneurs to aspire to create not just successful businesses but great organizations & .ORG was the place to showcase this.

After 4 weeks of running these ads on prominent TV channels our mission was accomplished. We were elated to receive feedback from our customers about our TV ads and about ORGs provisioning. We received hundreds of emails appreciating the campaign and some people even stated that they cannot imagine .ORG having a broader appeal but commended us for our efforts. This gave us a clear indication that we were successful in spreading the message.

Here’s what people had to say –

The online community is expanding, and people are now open to newer ideas and ventures. The .ORG initiative is just one step closer to expanding the horizons of the digital world. Thanks to the overwhelming and positive response that we received for our .ORG campaign, we hope to run more initiatives to promote and aid the adoption of .ORG in India.

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