GoDaddy lures Indians to create web identities

In the campaign created by Happy Creative Services, GoDaddy emphasises on the importance of having a domain name or 'pehchaan' on the internet for individuals and small businessmen

Akansha Srivastava | Mumbai | November 7, 2014

Click on the image to watch the TVC.

Domain names service provider, GoDaddy, has come out with two new integrated marketing campaigns, aimed to encourage people in India to have unique web identities of their own. The creative agency behind the making of these two humourous campaigns is Happy Creative Services, Bangalore.

Rajiv Sodhi, MD and Vice-president, GoDaddy India, said, “As Internet adoption in India continues to grow, having an identity on the internet to showcase your business, hobby or interests, is gaining importance. Securing the right domain name is the foundation for building a compelling online presence, and the first step to creating an identity on the internet.”

Statistics provided by GoDaddy show that in United States 20% of the online population has domain names; whereas in India, this number is only 2%. This clearly shows the immense scope of growth for the domain names services.

Kartik Iyer

Kartik Iyer, CEO and Creative Director, Happy Creative services, said, “It was a tricky brief, as many people in India still don't know what the word 'domain' means. Their closest understanding is that of a website address. The brief was to create urgency among people to book their own domain name. We also realised that the need for a domain from an SME's perspective would be different from that of an individual. Hence, we decided to approach both TGs with separate TVCs. We believe we have a campaign that illustrates clearly the need for a domain name, whether you are a business or an individual.”

The first TVC features a barber named 'NutCutLal' who is diligent with his work, known for his signature haircut. The ad shows that his saloon is always crowed and people who come to him get the same signature style haircut done each time. Keeping abreast with the latest trend, NutCutLal is also seen taking 'selfies' with his customers. People from all walks of life come to his saloon to get a haircut. He realises that if he doesn't get himself an online identity, his talent will go unnoticed, and his hard-earned name and fame will vanish. The TVC ends with the tagline, 'Internet pe pehchaan banao, duniya ko dikhao'.

The second TVC features several fathers and their sons with the same name, 'Rajesh Varma'. On seeing their sons indulging in certain activities, the fathers foresee their sons' future professions. In the end, the voice-over says that only one Rajesh Varma can get a unique identity by booking a domain name on the internet before anyone else does.

Talking about the campaign, Sodhi said, “Our new campaign illustrates what having an online identity can do for you and your business, and, at the same time, stresses on the urgency of picking the right domain name for yourself before someone else does.”

Anjali Bakaya, Marketing Operations, GoDaddy, said, “We'll be focussing on small and medium businesses, which is why news channels have been our focus. We will try and get time slots, which mostly depends on the channel.”

Mentioning the mediums through which the ads will reach people, Bakaya added, “We don't traditionally do print, but focus more on TVCs. Also, we have been doing a lot on social media platforms.”

GoDaddy helps small business owners, individuals and entrepreneurs by selling website domain names at nominal charges starting from Rs. 99. The main objective for selling domain names at affordable prices is to encourage the common man to have his own identity on the web.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: GoDaddy India

Agency: Happy Creative Services

CEO: Kartik Iyer

COO: Siddhartha Roy

Creative Director: George Abraham

Account Director: Rohini Radhakrishnan

Senior Account Manager: Russell Fernandes

Copywriter: Ajay Bhaskar

Production House: Jamic Films

Director: Nikhil Rao

Executive Producers: Mekala Krishnaswamy and Akshay Uchil

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