92% of businesses using Meta Platforms in India are micro, small, and medium enterprises (MSMEs), according to the company. To highlight how these businesses use Meta’s services to find new customers, the company has launched a campaign developed by Talented & Footloose Films.
The campaign emphasizes that small businesses can grow by reaching relevant customers through digital tools. “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,” said Arun Srinivas, Managing Director and Country Head for Meta in India.
Meta states that various types of businesses such as parlours, studios, home kitchens, and others have found success using its digital products. These include advertising tools like Reels, AI-powered Advantage+ suite, generative AI creative features, messaging surfaces, and particularly the Boost Post option on Facebook and Instagram.
The campaign includes four films focusing on different entrepreneurs—a parlour owner, mithai shop keeper, yoga instructor, and ceramic artist—each showing how boosting posts can help reach new customers.
Prashant Gopalakrishnan, Founding Partner at 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. 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 at Footloose Films added: “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 this initiative aimed at supporting MSMEs further across India’s digital economy landscape, Meta is also working with over 30 creators—many of whom are themselves entrepreneurs building their ventures using Meta Platforms.