Business B’hai is back with a message about Make in India

6 min read
Shweta Saxena

Make in India” is a major national program designed to facilitate and encourage companies to manufacture in India. Aligned with the government's ‘Make in India’ and ‘Vocal for local’ mission, GoDaddy has launched its new integrated marketing campaign that aims to empower small businesses with the right tools to take their businesses online.

In this campaign, you will see GoDaddy’s brand ambassador and your favorite cricketer, MS Dhoni, interacting with India made businesses as ‘Bijness B’hai,’ explaining to them the benefits of having an online business presence.

Watch the commercial that has already received more than 15 million views.

How the “Make in India” initiative started

Prime Minister Narendra Modi launched the “Make in India'' initiative in 2014 to encourage companies to manufacture in India. The program provides several policies, grants, and support to companies for developing a modern and efficient manufacturing infrastructure.

According to the United Nations Conference on Trade and Development (UNCTAD), India was ranked among the top 10 recipients of Foreign Direct Investment (FDI) in South Asia in 2019. Global players like GE, Siemens, HTC, Toshiba, and Boeing have set up manufacturing plants in India.

Related: How business owners can support “Vocal for Local”

GoDaddy partners with MS Dhoni in new campaign

The new marketing campaign by GoDaddy is in continuation with the brand’s effort to inspire and encourage India made businesses to build their presence online. It also allows them to reach a wider set of customers and grow their business successfully.

In commercials, Dhoni can be seen as the perfect Bijness Bhai. He encourages small businesses to “Make in India” and “Sell in Full India” by using GoDaddy’s online tools and solutions.

With a quirky and intriguing narrative, the campaign closely aligns with the GOI’s Atmanirbhar Bharat mission. This mission aims to promote India-made products and encourages local small businesses to establish India as a strong global manufacturing hub.

Commenting on his long association with GoDaddy, MS Dhoni said: 

“As an aspiring and home-grown entrepreneur myself, I understand how important it is now, more than ever, to have an online presence for your business. Many local small businesses have struggled to survive and grow amidst these difficult times due to lack of digital existence. In this challenging pitch of business, one needs to have the right online tools and solutions to deliver a match-winning performance. I am glad to be associated with GoDaddy again and help inspire local entrepreneurs across the country to have an online presence and grow their businesses digitally.”

Getting the message out

To make sure the message reaches every nook and corner of the country, GoDaddy’s campaign will be available in seven Indian regional languages. These include:

  • Hindi
  • Gujarati
  • Kannada
  • Malayalam
  • Marathi
  • Tamil
  • Telugu

This is also in line with GoDaddy’s commitment to offering support for their products in local languages throughout India.

Commenting on the campaign and partnership with MS Dhoni, Nikhil Arora, Managing Director and Vice President of GoDaddy India, said:

“We are thrilled to have MS Dhoni on board, yet again, for phase three of our famous Bijness Bhai marketing campaign. He represents a trusted voice of India with a successful professional journey, as a cricketer and as an Indian entrepreneur. With a strong connect to his local roots; he is the perfect influence for Indian made businesses to dream big. By working with Dhoni, we aim to continue to inspire all local businesses in the country to grow their business with an online presence.”

Additionally, advertisements have been released on GoDaddy’s official online and social channels to spread the word. They will also go live across TV and other digital platforms in the coming weeks.

What the new campaign means for India’s small businesses

As per a survey conducted by GoDaddy, 60% of small business owners in India (compared to 52% globally) said they are confident that their business will continue to grow -- despite the slowdown in business activity from the pandemic.

Commenting on the campaign, Arora said:

“2020 has been a challenging year for everyone, especially for small business owners in India. At GoDaddy, we are strongly focused on supporting entrepreneurs by helping them come online and build their presence. Taking ahead the ‘Vocal for Local’ mission, we aim to educate small local businesses about the benefits of building an online presence while demonstrating the power of our integrated suite of products and services to help emerging India transform digitally."

This new campaign aims to further the “Make in India” initiative. It also helps boost the confidence of India’s small business owners and encourage them to sell more by taking their business online.

GoDaddy’s latest event: Digitised Bharat e-Conclave 2021

Further reaffirming its commitment to the “Make in India” initiative, GoDaddy recently hosted its first-ever virtual event in India, Digitised Bharat e-Conclave 2021. The event focused on helping Indian businesses go online by:

  • Answering burning questions
  • Charting a roadmap
  • Demonstrating a contingency plan to ensure business continuity during COVID-19
Businessman sitting on blacktop with laptop

The Conclave provided an opportunity for small businesses to gain insights into the importance of digitization for business recovery post COVID-19. It also mentioned the best practices to grow their business in the digital world.

The road ahead

Going forward, digital transformation will be the key driver for India’s economic recovery after the pandemic.

India’s growth will be led by the increase in internet penetration and smartphone usage.

Statista reports that the number of internet connections is expected to increase to 760 million in India during 2021. The ‘Digital India’ program by the GOI, along with the “Make in India” initiative, has also helped spark the growth.

Manufacturing warehouse filled with rolls of fabric

In March 2021, GOI also announced Production Linked Incentive (PLI) schemes to increase India’s manufacturing output by $520 billion over the next five years in sectors such as:

  • Electronics
  • Pharmaceuticals
  • Automobiles
  • Parts ecosystem

In this year’s annual budget, the government has earmarked over Rs. 2 lakh crore for PLI schemes.

Make in India is on a roll

GoDaddy is committed to empowering India made businesses and aligning with the “Make in India'' program. The domains and hosting leader wants to encourage business owners to take their services and products online to grow successfully in the new digital environment.

The new campaign featuring Dhoni as Bijness Bhai communicates this message in a very engaging way.

It also aligns with the GOI’s Atmanirbhar Bharat mission of promoting local manufacturing.

GoDaddy is the place that empowers ideas and helps business owners with:

  • Building a professional website
  • Attracting customers
  • Selling products and services
  • Managing your workload

It also provides strong 24/7 customer support to help customers leverage the power of its tools. There’s a complete suite of GoDaddy products and services like domains, web hosting, website builder, and professional email. These tools are necessary for India made businesses to make an impact on the digital world and GoDaddy is here to help you jumpstart your online venture.

Editor's note: GoDaddy now has a hosting centre located in India, enabling faster load times and better security for customer websites. You can read more here.