GoDaddy's new TVC cuts to the importance of online identity
The campaign positions domain names as the first step to creating an online identity
GoDaddy announced the launch of its latest integrated marketing campaign to educate India’s small business community and individuals on the importance of creating an online identity. Through this campaign, GoDaddy aims to accelerate the adoption of domain names, positioning it as the first step towards creating an identity or ‘Pehchaan’ online - essentially helping businesses and individuals gain recognition, showcase their talent and find more customers online.
The campaign comprises two television commercials along with search, display, email and social media advertising. It targets two distinct audiences – small business owners and individuals, with the simple message - ‘Internet pe pehchaan banao, duniya ko dikhao’ or “Create an identity on the Internet and showcase your talent/products/services to the world”.
“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,” said GoDaddy India Managing Director and Vice President Rajiv Sodhi. “Our new campaign illustrates what having an online identity can do for you and your business, and at the same time stressing on the urgency of picking the right domain name for yourself before someone else does.”
The two TV commercials feature a talented barber and a father, both facing different dilemmas. In the first commercial, the barber, aptly named NutCutLal for his signature style and eccentric haircut, becomes famous and people from different walks of life queue up to get his signature haircut. NutCutLal realises that unless he gets an online identity, his fame might fade away and his talent is likely to go unnoticed, resulting in anonymity. The second commercial is based on the insight that all Indian parents dream big for their child, right from the start. The commercial shows different fathers, whose sons have the same name – Rajesh Varma – talking about future aspirations for their son. The voice over calls out that only one Rajesh Varma can get a unique identity by booking a domain name on the Internet before anyone else does.
“GoDaddy is taking the lead in educating different audiences with a view to fuel the growth of the domain name industry”, added Rajiv Sodhi. “While NuCutLal aims to establish the importance of an online identity among small business owners, Rajesh Varma is focused on creating a need for domain names among individuals”.
Headquartered in Scottsdale, Ariz. USA, GoDaddy has offices across nine other locations including Washington, Massachusetts, Iowa and California in the U.S., and international offices in Latin America, U.K., Canada, the Netherlands, Singapore and India. GoDaddy operates data center facilities in US, Europe and Asia.
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