IndiaMART, India’s largest online B2B marketplace, has launched a new campaign titled ‘Kaam Yahin Banta Hai’. The campaign focuses on three key aspects of the platform—trust, a wide selection of products, and competitive pricing for business buyers.
The campaign highlights IndiaMART’s offerings, including access to a range of suppliers, product reviews, and pricing options. The platform hosts around 40% GST-verified sellers, more than 8 million product reviews and ratings, and has a 4.8 rating on the Google Play Store. According to the company, over 20 crore registered buyers currently use IndiaMART to fulfil their business requirements.
The campaign includes three advertisement films featuring a father-son duo. The father, portrayed as a businessman used to traditional sourcing methods, is shown facing business-related challenges. In contrast, the son, a younger entrepreneur, uses IndiaMART to address these challenges more efficiently. Each scenario concludes with the son challenging his father with the phrase 'Lagi Shart?', reflecting a bet based on confidence in the platform.
Dinesh Gulati, COO at IndiaMART, said, “At IndiaMART, our mission is to 'make doing business easy' and democratise business opportunities for all. Kaam Yahin Banta Hai campaign iterates this commitment among our customers and showcases how moving from traditional methods to digital platforms like ours can genuinely make things easier. The campaign captures the essence of what we do every day, where trust is an implicit guarantee cutting across all interactions. That is, providing access to an unmatched variety of goods at competitive prices to crores of buyers across the country, because Kaam Sach Mein IndiaMART Par Hi Banta Hai.”
The campaign was developed in collaboration with creative agency ART-E Mediatech. The agency handled the conceptualisation, scripting, and execution of the project.
Amit Dhawan, Partner and CEO, ART-E Mediatech, said, “The generational contrast between traditional business methods and modern digital solutions sets a perfect stage to showcase what IndiaMART truly stands for. With ‘Lagi Shart?’, we developed a campaign that serves as an authentic expression of IndiaMART’s ethos - playful yet confident, and deeply relatable to both younger entrepreneurs of today and the conventional businessmen across India.”
IndiaMART, now in its 29th year, reports having over 8 million suppliers, 211 million buyers, and more than 119 million listed products. The company continues to position itself as a key platform for connecting MSMEs and larger businesses across the country.
