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BE Exclusive: GoDaddy brings back MS Dhoni as ‘Bijness Bhai’ in its new ads – ET BrandEquity

GoDaddy brings back MS Dhoni as ‘Bijness Bhai’ in its new ads.

Domain registrar and web hosting company, GoDaddy, has launched a mega ad campaign featuring its current brand ambassador and cricket icon MS Dhoni. The company plans to use the power of brand Dhoni to go deeper into smaller markets where there is rapid digital acceleration, says Nikhil Arora, managing director, GoDaddy India, in an exclusive chat with Brand Equity.

In the second phase of its marketing campaign in India, GoDaddy has portrayed Dhoni once again as ‘Bijness Bhai’, who plays the role of a business advisor. Dhoni will be seen encouraging small business owners and entrepreneurs to get a domain name in order to complete their online business setup. Conceptualized by Tilt Brand Solutions, the two ad films will run in in seven Indian languages, including Hindi, Gujarati, Kannada, Malayalam, Marathi, Tamil and Telugu, to cut across geographies.

According to GoDaddy’s 2020 Global Entrepreneurship Survey, micro-businesses continue to remain positive despite setbacks. In the survey, 60 per cent of the very small business owners in India said that despite the slowdown and negative impact brought on by the pandemic, they are confident that their business will continue (as compared to 52 per cent globally). The brand’s latest marketing push is to boost the confidence of entrepreneurs, especially the SMEs, and encourage them to have a strong digital presence and identity. “Our aim is to help small business owners to build integrated online solutions. While one commercial talks about the need to get a website to take business online, the other focuses on the need of a domain name. Both are narrated quirkily,” says Arora.

The company is leveraging the power of the IPL and brand Dhoni and is running these commercials on TV and digital channels. Arora says, “For a brand like ours, the IPL is a perfect place to create awareness about the ease and affordability of coming online. It also cuts across demographics and helps us resonate with a larger audience.”

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