Mithun Boards Godaddy's Marketing Campaign to boost brands across Small Business Owners

Creatives rank higher on Mithunda's disco dancing appeal and his charm in communicating objectives

GoDaddy gets ‘Disco Dancer’ Mithun Chakraborty aka Mithunda to communicate business benefits of a website

GoDaddy, the world’s largest technology provider dedicated to small businesses, today launched its latest integrated marketing campaign featuring the three-time National Film Award winner and Disco Dancing Icon – Mithun Chakraborty. The multi-channel campaign aims to educate small businesses in India about the real-world benefits of getting a Website, and comprises two television advertisements along with search, display, email and social media marketing.

Small business owners often find it difficult to set up a web presence. Having domain registration, web hosting and website building all in one place, makes it an attractive offer to them. However, reaching out to the large chunk of small business owners can only happen through television on a larger scale, while social media can get the idea of ‘convenience with GoDaddy’ across. The ad rightly targets SMB owners, without a web presence, but active on social networking sites.

“We believe that small businesses and entrepreneurs are the driving force behind India’s economy and we are here to empower them with the right tools. An increasing number of small businesses in the country are turning to GoDaddy to help them easily and affordably establish their online presence,” said GoDaddy India Managing Director and Vice President Rajiv Sodhi. “Our creative approach for this campaign drives home the point, in a fun way, that having an online presence is essential to business success. This campaign is a reflection of our commitment to accelerate the adoption of websites in India.”

A two-film campaign created by Happy Creative Services aims to educate small businesses in India about the benefits of getting a website. It is part of an overall marketing effort that will straddle search, display, e-mail and social media. One of the films features a bakery devoid of customers. The two TV commercials showcase two different types of small business owners – a young bakery owner and a leather shop owner, both facing different challenges. While the bakery is devoid of customers, the leather shop owner wants to run his business 24/7. The TV commercials feature Mithun explaining to the business owner how a website can help them find more customers and operate 24/7 in his quintessential style. The commercials conclude with Mithun doing a signature GoDaddy dance move – symbolizing success and celebration – along with the shop owners whose businesses are now thriving.

On GoDaddy’s choice of Mithun Chakraborty for the campaign, Rajiv Sodhi said, “Mithunda was the perfect choice for this commercial. He compliments our creative strategy by adding to the celebratory mood of the business owners in the ad when they taste success. His appeal spans generations and his name is synonymous with dance. He is someone who has made it solely on his own and is a role model for many – irrespective of the industry they are in.”

Godaddy India Unveils Its New Integrated Campaign Featuring Superstar Mithun Chakraborty

The lady who owns the bakery is bored and the chef is clicking selfies, when Chakraborty makes an entry with his group of dancers. He asks the lady if she wants more business. Based on her affirmative response, he presents a tablet with Godaddy displayed on it, and asks her to visit the website - to create a website, which will help get more business. He and his gang breaks into a dance sequence as the business of the bakery builds, and is soon joined by the bakery’s owner. As she says 'Go Dada', Chakraborty responds: 'GoDaddy'.

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 around the clock. I truly believe GoDaddy can help businesses in India go to the next level of growth quickly.”

GoDaddy enables small businesses in building a professional identity online by offering an easy to use and end-to-end suite of products ranging from domain name, web hosting, email and marketing tools.

With the new campaign, GoDaddy India has managed to create awareness as well as differentiate itself with a trusted name like Mithun Da.

The company also offers Indian businesses its world-class, local 24/7 customer care.

GoDaddy is based in Scottsdale, Ariz. USA. Along with offices in India and Canada, GoDaddy operates data center facilities in Europe and Asia and serves 12 million paying customers globally.