'Nanha Munna Rahi Hoon', a song from the 1962 movie 'Son of India', is now a part of GoDaddy's latest TV campaign. It is a global campaign led by TBWA across all 53 GoDaddy markets.
Currently, the brand has launched the 'Tattoo Shop' commercial in English and Hindi. In the Hindi version the 'GoYou.GoDaddy' tagline translates to 'BadeChalo.GoDaddy.'
This is a move by the company to offer a more personalised marketing experience for entrepreneurs and small business owners around the world who want to start a business online or grow their businesses online and leverage technology to create their online presence.
Speaking about the media mix for this campaign, Rajiv Sodhi, managing director, GoDaddy India and Australia, says, "This is a 360-degree campaign, with an emphasis on personalised, digital messaging. Over time, we will use a broad mix of media to communicate with existing and potential customers. The mix includes customised television and radio commercials, social media, display advertising, print advertising and 'out-of-home' marketing. As mentioned previously, the campaign will be promoted through various ATL and BTL media platforms."
So, how did TBWA tweak a global campaign for the Indian audience?
In an e-mailed response, TBWA said that while the objective behind the campaign was the same across all markets, it created a playbook for each of the brand's 53 markets on the right messaging to direct to specific audiences. This played out in everything from location, to whether or not the spot's idea challenged convention."
TBWA cited the example of the commercial in India which features a tattoo shop run by a young woman, highlighting the way her market is changing. The agency further said that the campaign has a song built into it which it wanted to keep local, something that resonated with the Indian sentiment -- in cities across India. Hence, the tweaked version of the song 'Nanha Munna Rahi Hoon' which indicates forward motion and progress, while simultaneously motivating the individual to go forth and achieve. Additionally, for the first time a Hindi tagline - 'BadheChalo.GoDaddy' was created, to go along with the English language tagline.
Talking further on the importance of India as a market for GoDaddy, Sodhi says, "India is a priority and strategic market for GoDaddy. India was the first country we chose to enter after North America because of the exponential growth in India's internet usage and economic development. The fact that the country is home to the world's second largest SME population also makes it an attractive market from a business standpoint."
He further adds, "GoDaddy remains focussed on helping small business owners in India create a digital presence on the internet to help them expand and grow their businesses."
GoDaddy entered the India market in mid-2012. The company is the number one registrar for .in domain names with more than 33 per cent of the total market share according to the National Internet Exchange of India (NIXI).