In India, GoDaddy pushes the power of a Web domain

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GoDaddy, "NutCutLal," by Happy Creative Services.
GoDaddy, "NutCutLal," by Happy Creative Services.

The adventures of an eccentric barber show India's small businesses why they need to register online

MUMBAI — Despite the technological prowess of India, many people in this populous country are still unclear on the advantages of increasing their visibility online, whether for business or personal use.

To address that gap, GoDaddy.com on Tuesday rolled out a TV campaign here conceptualized by Happy Creative Services. The Bangalore agency used humor to sell to small businesses the advantages of using the Scottsdale, Ariz.-based domain registrar and Web host.

The film's protagonist, "Mr. NutCutLal," owns a salon, where gives his patrons a signature haircut. The film begins with NutCutLal walking into his store early one morning, dressed in simple clothes. He serves clients who come in looking simple, but leave having received a total makeover. As NutCutLal's popularity within the town increases, his salon has an ever-present crowd standing outside the shop, waiting to see what NutCut will do next.

As the protagonist becomes a local celebrity in his own right, he walks out of his shop one night to thunderous applause. While he interacts with the crowd, the voiceover asks him what would happen if his talent went unseen.

NutCutLal's smile disappears; so do the crowds, his status and all the lights at his salon. The scene switches to a laptop monitor where the voiceover implores people to register their name on GoDaddy.com and leverage the Internet to make a name for themselves.

"As Internet adoption in India continues to grow, having an identity on the Internet to showcase your business, hobby or interests is gaining importance," said Rajiv Sodhi, managing director and vice president, GoDaddy India. "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. Our new campaign illustrates what having an online identity can do for you and your business, and at the same time stressing  the urgency of picking the right domain name for yourself before someone else does. GoDaddy is taking the lead in educating different audiences with a view to fuel the growth of the domain name industry."

Kartik Iyer, CEO and creative director, Happy Creative Services, added, "It was a tricky brief as many people in India still don't know what the word 'domain' means. Their closest understanding is that of a website address. The brief was to create urgency among people to book their own domain name. We also realized that the need for a domain from an SME's perspective would be different from that of an individual. Hence we decided to approach both TG with separate TVCs for them. We believe we have a campaign that illustrates clearly the need for a domain name whether you are a business or an individual."

Campaign credits

Client: GoDaddy.com
Creative agency: Happy Creative Services
Director: Nikhil Rao
Producers: Mekala Krishnaswamy and Akshay Uchil

The original article first appeared on campaignindia.in.

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