‘Internet ko kaam pe lagao’ – By GoDaddy

Shortlisted Entry #4
Written By Abhishek Halder 27/09/2017
Are you an entrepreneur? Do you have the aspiration to expand your business and leave imprints in the minds of your customers, Well, GoDaddy, the US-based web hosting company dedicated to small and independent ventures, may just be apt for you as it comes out with their India-specific brand campaign ‘Internet ko kaam pe lagao’ or ‘Make the internet work for you’. Increasing digitization of the economy enabled by mobile network penetration across the country coupled with government led initiatives like ‘Start-up India, Stand-up India’ is going to drive the business environment in the days to come. Foreseeing the demand of small and medium businesses to breach limits beyond their serviceable areas, GoDaddy is targeting these businesses, particularly to increase their reach and gain volumes to grow manifold. How does this campaign woo such businesses?
It has a simple layout for registration providing for linkage with Facebook and Twitter pages thereby integrating the social media platforms and eliminating the barriers like requirement of technical skills to build online presence. Other features of the new Website Builder include its integrated online store which provides for ecommerce platform and its integrated marketing solutions enabling businesses to quickly improve their Google search rankings and kick-start e-mail marketing. The advertisement drives the motive of educating small businesses and entrepreneurs about the value addition on leveraging the power of internet by going beyond traditional marketing efforts.  
The advertisement harnesses the emotions on the loss of efforts put in by entrepreneurs, small businessmen and innovators to develop and market their products and services. The strategic choice of a mother-daughter owned store, which fails to garner attention of customers through their personalized polythene bags, establishes the emotional connect in the ad at the outset. Moving on, the ad portrays how their marketing modes go hay-wire getting drained as multiple divergent uses without noticeable impact on the end users. Such local businesses keep applying so many tactics and strategies to increase their volumes but mostly in vain because of geographical, economical and operational limits. This gap is filled in by GoDaddy as it enthusiastically pitches about its new ‘Website Builder’ with one month free trial experience after which it runs on a subscription fee model without the requirement of credit card payment. It promises fast, secure and guaranteed uptime efficiency on its delivery of cloud platform with personal domain and a matching e-mail.
One-fifth of small and medium business owners believe that creating a website is complex while two-fifths believe that they are too small for having their own website and the remaining prefer do-it-for-me approach. With such businesses being envisaged as drivers of the Indian economy catering for mass employment opportunities in the days to come, this GoDaddy campaign aims to promote awareness on adoption of websites by over 51 million such businesses as a strategic facilitator for growth. The campaign reinforces the point that with a strong digital presence, the small businesses can enhance visibility and grow by leaps and bounds.

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