Meta has announced that 92% of businesses using Meta Platforms in India are micro, small, and medium enterprises (MSMEs). The company has launched a new marketing campaign aimed at highlighting how small businesses across the country use Meta Platforms to reach relevant customers.
The campaign has been created by Talented & Footloose Films and focuses on the role of targeted customer reach in supporting small businesses.
Arun Srinivas, Managing Director and Country Head for Meta in India, said, “Meta Platforms are home to small businesses across the country and more than 92% of businesses using Meta platforms in India are MSMEs. We are the storefront for a disproportionate number of these small businesses and we are deeply committed to driving the right growth opportunities for them. The campaign underscores the importance of reaching out to the relevant customer for the bootstrapped small business community that can be unlocked with the help of Meta’s ad tools and the simple Boost Post feature on Instagram and Facebook.”
Meta stated that many small enterprises, including parlours, studios and home kitchens, rely on digital tools for growth. The company said access to relevant audiences is important for these businesses to convert interest into customers.
According to Meta, its ad tools, including Reels, the AI-powered Advantage+ suite, generative AI creative tools and messaging services, are designed to support business growth. The Boost Post option on Facebook and Instagram allows small businesses to promote posts through paid advertising.
The campaign centres on the message that businesses can reach new customers by using the Boost feature on Instagram and Facebook.
The campaign includes four films featuring a parlour owner, a mithai shop keeper, a yoga instructor and a ceramic artist.
Prashant Gopalakrishnan, Founding Partner, Talented, said: “Every Indian has that one beloved discovery - a mithai shop tucked inside a gully, a thrift store only locals know about, a home baker whose cakes taste like childhood nostalgia. For years, these gems have been the best-kept secrets of only a few. With Meta’s Boost feature on Instagram and Facebook, that changes. Now every small business owner can put their craft in front of the people who’ve been waiting to discover them. We may not be able to gatekeep our favourite local businesses anymore - and honestly, that’s a great thing for India.”
Indrashish Mukherjee, Director, Footloose Films, said, “The insight on this ad came paired with a really interesting creative device. Of pairing absolute opposites in a small business owner and the wrong target audience that their ad might reach. We decided to dial up the absurdity of this premise. And in showcasing these very wrong people, it looks like we ended up making the right ads”.
As part of the campaign, Meta is also working with more than 30 creators, many of whom are entrepreneurs using Meta Platforms to build and scale their businesses.
