A staggering 92% of businesses in India that utilize Meta Platforms are classified as micro, small, and medium enterprises (MSMEs). Recognizing the vital role these businesses play, we have launched a new initiative designed to highlight how small enterprises across the nation leverage our platforms to connect with not just any customers, but the right customers essential for their growth.
Crafted by Talented & Footloose Films, this campaign promotes an essential yet often overlooked truth: every small business is worthy of better opportunities, and unlocking this potential hinges on reaching the most relevant audiences.
Arun Srinivas, Managing Director and Country Head for Meta in India, emphasizes, "Meta Platforms serve as a crucial hub for small businesses throughout the country, with over 92% of enterprises using our services being MSMEs. We act as a vital storefront for a significant number of these businesses, and we are wholeheartedly dedicated to facilitating the right growth opportunities for them. This campaign highlights the significance of connecting with the relevant customers for our entrepreneurial community, which can be achieved through Meta’s advertising tools and the straightforward Boost Post feature available on Instagram and Facebook."
Across India, remarkable businesses like small parlours, creative studios, home kitchens, and more are flourishing, primarily fueled by digital technology and our applications. For these businesses to accelerate their growth, they must engage with the right audiences who can transform into loyal customers.
Our array of advertising tools—including Reels, the AI-powered Advantage+ suite, Generative AI creative tools, and various messaging options—has a proven success record in driving growth for even the smallest enterprises. The Boost Post feature on Facebook and Instagram offers a powerful opportunity for small business owners to harness the effectiveness of paid advertising.
This new campaign, in collaboration with Talented, shifts the narrative to a compelling proposition: Your business deserves better. With the Boost feature on Instagram and Facebook, reaching new customers is just a tap away.
The four short films produced for this initiative showcase relatable entrepreneurs—a parlour owner, a mithai shopkeeper, a yoga instructor, and a ceramic artist—whose journeys resonate with the aspirations of a dynamic nation.
The central message throughout these stories remains clear: boost a post to connect with new customers. Every business deserves better.
Prashant Gopalakrishnan, Founding Partner at Talented, adds, "Every Indian has that one cherished find—a mithai shop hidden in a narrow lane, a thrift store known only to locals, or a home baker whose cakes evoke memories of childhood. With Meta’s Boost feature on Instagram and Facebook, that landscape shifts. Now, every small business owner can showcase their craft to those who have been eager to discover them. We might not be able to keep our favorite local gems a secret anymore—and honestly, that’s a wonderful development for India."
Indrashish Mukherjee, Director at Footloose Films, shares insights about the ad's creative approach, stating, "The concept for this advertisement was paired with a fascinating creative strategy that contrasts a small business owner with an inappropriate target audience for their ads. We decided to amplify the absurdity of this scenario. By illustrating these mismatched individuals, we inadvertently crafted effective advertisements."
As part of this extensive campaign aimed at inspiring and supporting small enterprises, we are also collaborating with over 30 creators. A significant number of these creators are entrepreneurs themselves, growing and developing their businesses on our platforms.
