New Delhi: Meta has rolled out a new marketing campaign in India aimed at demonstrating how small businesses can use its platforms to connect with relevant customers through easy-to-use advertising tools.
According to the company, micro, small and medium enterprises (MSMEs) account for 92 per cent of all businesses using Meta platforms in India. The campaign spotlights how features such as the “Boost Post” option on Instagram and Facebook can help entrepreneurs expand their reach with minimal time and effort.
Everyday Entrepreneurs at the Centre
Conceptualised by creative agency Talented and produced by Footloose Films, the campaign features everyday business owners, including a beauty parlour operator, a mithai shop owner, a yoga instructor and a ceramic artist. Through a series of short films, the campaign illustrates how reaching the right audience—rather than a random one—can make a tangible difference to business growth.
Arun Srinivas, Managing Director and Country Head for Meta in India, said the company’s platforms have become a critical digital storefront for small businesses across the country.
“Meta platforms are home to small businesses across the country and more than 92 per cent 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,” Srinivas said. He added that the campaign highlights “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.”
Creative Take on ‘Wrong Audience’
Prashant Gopalakrishnan, founding partner at Talented, said the campaign draws inspiration from the familiarity of hyper-local Indian businesses that often remain hidden gems.
“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,” he said. “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.”
Indrashish Mukherjee, director at Footloose Films, said the creative idea was built around pairing business owners with completely mismatched audiences to underline the importance of precise targeting.
“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,” Mukherjee said. “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.”
Showcasing Meta’s Wider Toolset
Beyond Boost Post, the campaign also draws attention to Meta’s broader suite of products, including Reels, messaging tools, AI-powered Advantage+ solutions and generative AI-based creative features, which the company says have supported growth for small businesses on its platforms.
As part of the initiative, Meta is collaborating with more than 30 creators—many of whom are entrepreneurs themselves and use Meta platforms to build and scale their businesses.
The campaign is being rolled out nationwide across digital platforms.
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