New campaign highlights digital growth tools for MSMEs
Meta has launched a new nationwide campaign aimed at empowering India’s small businesses, underscoring the idea that every business deserves better growth by reaching the right customers. Created by Talented in collaboration with Footloose Films, the campaign focuses on how Meta’s Boost Post feature on Instagram and Facebook can help small entrepreneurs connect with relevant audiences with minimal effort.
According to Meta, more than 92% of businesses using its platforms in India are MSMEs, making small enterprises the backbone of its ecosystem. The campaign positions Meta’s platforms not just as social networks, but as digital storefronts for lakhs of bootstrapped businesses across the country.
‘Your business deserves better’
Arun Srinivas, Managing Director and Country Head for Meta in India, said the campaign reflects Meta’s commitment to the small business community.
“Meta platforms are home to small businesses across the country. We are deeply committed to driving the right growth opportunities for them. The campaign underscores the importance of reaching the relevant customer for bootstrapped small businesses, which can be unlocked using Meta’s ad tools and the simple Boost Post feature,” he said.
The campaign highlights how even modest advertising spends can make a meaningful difference when targeted effectively.
Stories rooted in everyday entrepreneurship
The campaign comprises four short films, each centred on a different entrepreneur — a parlour owner, a mithai shopkeeper, a yoga instructor and a ceramic artist. Their stories reflect the aspirations of India’s growing self-employed and creator-driven economy.
Across all four narratives, the core message remains consistent:
Boost a post to reach new customers. Your business deserves better.
Talented’s Founding Partner Prashant Gopalakrishnan said the idea was inspired by India’s love for discovering local favourites. “Every Indian has that one hidden gem — a gully mithai shop or a home baker known only to locals. With Meta’s Boost feature, these businesses no longer have to remain hidden, and that’s a great thing for India,” he said.
Creative approach and wider outreach
Director Indrashish Mukherjee of Footloose Films explained that the films use humour by pairing business owners with the “wrong” audience, highlighting how poor targeting limits growth. “By dialling up the absurdity, we show how reaching the right audience makes all the difference,” he said.
As part of the wider initiative, Meta is also partnering with 30+ creators, many of whom are entrepreneurs themselves, to share real-world experiences of building and scaling businesses on Meta’s platforms.
Tools beyond boosting
Alongside Boost Post, the campaign also spotlights Meta’s broader ecosystem, including Reels, AI-powered Advantage+ ad tools, generative AI creative features and messaging solutions, all positioned as accessible growth enablers for India’s small business economy.