Campaign India Team
Mar 21, 2014

GoDaddy gets ‘disco dancer’ Mithun da to communicate business benefits of a website

Watch the ad films conceptualised by Happy Creative Services here

GoDaddy, a technology provider dedicated to small businesses, has launched a marketing campaign featuring Mithun Chakraborty.

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 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'.

View the second film on similar lines here:

Rajiv Sodhi, managing director and vice president, GoDaddy India, said, “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. 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.”

On the choice of Chakraborty for the campaign, he said, “Mithun da 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.”

The films went on air on 21 March.



Agency: Happy Creative Services

Chief executive officer: Kartik Iyer

Chief creative officer: Praveen Das

Chief operating officer: Siddhartha Roy

Copy writer: Vijay Joy

Art director: Himesh C.H.

Account planning: Ravi Bhat

Group account manager: Ajay Kumar

Production house: Apostrophe films

Director: Koushik Sarkar

Producer: Hamesh MH / Divyesh Sata

Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

With a song and a prayer, ICICI Lombard fires up your imagination
54 minutes ago

With a song and a prayer, ICICI Lombard fires up ...

Watch the film conceptualised by Ogilvy Mumbai here

Dentsu Impact gets digital mandate for HT Media's radio business
1 hour ago

Dentsu Impact gets digital mandate for HT Media's ...

Dentsu Impact that already handles the mainline creative work, looks at ensuring a stronger consolidation of the offline and online platforms

M&A activity in marketing sector grows by 16 percent in 2019
4 hours ago

M&A activity in marketing sector grows by 16 ...

Dentsu leads the pack in the first nine months of 2019. The big six holding companies acquired fewer than half the number of agencies they bought last year.

Anjali Lama, Dutee Chand, Mary Kom and Sara Ali Khan complete 'propah' transformation with Puma
8 hours ago

Anjali Lama, Dutee Chand, Mary Kom and Sara Ali ...

Watch the film conceptualised by Digitas India here