The campaign, created by Happy Creative Services, shows the benefits of going online for SMEs
Sohini Sen | Mumbai | March 24, 2014
GoDaddy has brought on board the daddy of Indian movies - Mithun Chakraborty - for their latest ad campaign. Created by Happy Creative Services, the campaign is a fun, filmy take on how simply GoDaddy can take your business places.
GoDaddy is the world's largest technology provider working for small and medium enterprises (SMEs). With 55 million domains and 12 million customers, GoDaddy decided to enter India recently. After testing the market for some years, they realised that the main issue with businesses in India was that they were still not clued in to the advantages of getting a website.
“When we spoke to small and medium enterprises, the first things we would hear were ‘oh, it's for big people', or ‘creating a website is just unneeded complexities'. After having spent time with the customer and understanding the challenges, we wanted to reach out to customers and educate them about the benefits of coming online. We had to tell people that it is very affordable and quite easy, as you will see in the TVC,” said Rajiv Sodhi, Managing Director and Vice-president, GoDaddy.
The campaign comprises two TVCs. This will also be extended to the digital media with search, display, email and social media marketing. According to Sodhi, while the entire idea is about empowerment, they have to advertise in the TV medium to reach out to the masses.
The first TVC shows a young bakery owner who wants more customers for her shop. The second TVC features a leather shop owner who wants to keep his business open for 24 hours. Both of them are helped by Mithun Chakraborty when he comes and shows them three steps to make a website with the help of GoDaddy. As Mithunda dances to peppy tunes, their businesses grow exponentially.
“We discussed the challenges in the SME space. Using our knowledge about online portals and with the insights given by the client team, we created this campaign. The use of internet has jumped directly to social networking in India. This is perhaps the first time that someone is telling business how being online would benefit them,” pointed out Kartik Iyer, Co-founder & CEO, Happy Creative Services.
Speaking of his work on the campaign, Mithun Chakraborty said, “When GoDaddy approached me for the commercial, I was very excited. I was enthused at the opportunity to educate people on what the internet can truly do. A website offers businesses amazing possibilities to get noticed and operate round the clock. I truly believe GoDaddy can help businesses in India go to the next level of growth quickly.”
Agency: Happy Creative Services
CEO: Kartik Iyer
Chief Creative Officer: Praveen Das
COO: Siddhartha Roy
Copy Writer: Vijay Joy
Art Director: Himesh CH
Account Planning: Ravi Bhat
Group Account Manager: Ajay Kumar
Production House: Apostrophe Films
Director: Koushik Sarkar
Producer: Hamesh, Divyesh Sata