The initiative is a three-concept campaign that is a variation of the real-life scenarios that small-scale business entrepreneurs commonly face before teaming up with Kinara Capital.
To showcase the advantages for small business entrepreneurs, the star Indian all-rounder has relied on popular catchphrases of ‘Ab Mariye Sixer’, ‘Howzzzat’, and ‘Ab No Googly’.
Khyati Shah, Executive Vice President, Corporate Marketing for the firm said, “The ad campaign is addressing the challenges of the MSMEs by offering our app as a solution and empowering small business entrepreneurs to take the first step towards achieving business growth. Our brand ambassador is a self-made champion whose tenacity to give his all in every cricket match resonates with the determined spirit of the everyday entrepreneur.”
The ad campaign will be released across several languages including, Hindi, Tamil, Telugu, Kannada, Gujarati and Marathi.
The ads can be witnessed on social media platforms, including Facebook, YouTube, and Instagram, in 6-sec, 15-sec, and 30-sec versions, along with the OTT mediums.
Jadeja added, “I grew up in a humble neighborhood surrounded by many small businesses that were a recognized part of the community. I understand and acknowledge the importance of that one helping hand to nudge you to the next level. So, I am proud to represent the value that myKinara app holds for small businesses.”
The ad campaign has been conceptualised and produced by Lintas C:EX and the filming of the ad was done in Bangalore.
Satish Ramanathan, Executive Director, Lintas C:EX, said, “The task for us was to create short, digital-friendly, impactful content that showcases the importance of the app in a memorable manner. We wanted to take a definitive positioning for them that is owned for the long term. The ad succinctly captures the struggle of the entrepreneur. Jadeja also synced well with the message that we were trying to highlight with his sense of humour and apt delivery.”