Did you know that there are over 51 million SMBs in India and approximately 5 million domain names and 1 million websites? And yet, 40% believe that their company is just too small to warrant a website, 20% believe creating a site is complex, 54% prefer the do-it-for-me approach and 30% are looking for an internet company to build and manage the website for them.
Even as the small and medium business sector is pitched as one that will be a major growth engine, there is much work to be done in helping the sector unlock its potential. And it is here that the power of the internet can be of immense help: an underlying belief that powers US-headquartered GoDaddy’s new brand campaign, being launched today.
Well-known for its quirky advertising globally, GoDaddy is specifically targeting this campaign at the Indian market where it has the largest customer base, outside the home-market US. India has been a terrific growth story for the brand, says Andrew Low Ah Kee, executive vice-president, GoDaddy International over a long-distance call and adds, “With this campaign, we hope to continue our journey of helping SMBs build an online presence for their business.” His remit includes 56 markets across the globe – including India – that GoDaddy is operating in, outside of the US.
Small business owners mostly use traditional means to promote business: intuitive elements like shopping bags, visiting cards etc. which are effective but limited in their impact. The campaign reinforces the point that with a strong digital presence, the small business owners can increase visibility and grow manifold, shares Nidhi Hola, senior director – marketing, GoDaddy India in an exclusive chat with Brand Equity.
Conceptualised by Lowe Lintas Delhi, the campaign comprises two television commercials, one of which is being launched today with the message – ‘Internet ko kaam pe lagao’ or ‘Make the internet work for you.’ The campaign carries forward the thought of educating small business owners and individuals on the value of going beyond traditional marketing efforts by deploying the power of the Internet.
Watch the spot here:
Alongside GoDaddy is also expanding its product-portfolio with the launch of the new website Builder to help small business-owners setup professional looking sites easily, even without high-grade technical skills. This campaign is striving to connect with the small and medium businesses in the tier-2 and tier-3 cities, adds Andrew Low Ah Kee. Which is also the reason why the campaign is being rolled out in 5 regional languages.
India is the bedrock of our international expansion since the past four and a half years of having established a formal presence here, adds Hola. As consumers embrace the internet with exponential speed, businesses – big and small – are trying to align themselves to be a part of this burgeoning revolution. Strategic initiatives being championed by the government like ‘Make in India’, ‘Digital India’ and ‘StartUp India’ are adding up and presenting newer business opportunities for entrepreneurs and small businesses. SMBs will lead the charge for Internet growth in India, is her belief.
While in the US, the brand has been known for its risqué campaigns as well as betting big on the Super-Bowl over the years, in India it has done quirky and humorous campaigns.
Mithun Chakraborty ad (2014)
NutCutLal ad (2014)
Nanha Munna Rahi Ho ad (2016)
Agency: Lowe Lintas, Delhi
Chairman and chief creative officer: Arun Iyer
Creative: Janmenjoy Mohanty, Arko Provo Bose, Manzoor Alam
Account management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Account planning: Anurag Prasad, Ketaki Chand
Film director: Nikhil Rao
Production House: Jamic Films
This article was first published on brandequity.economictimes.indiatimes.com
The post GoDaddy Rolls Out India-Specific Brand Campaign appeared first on MullenLowe Group.