The fintech company, Kinara Capital has launched an advertising campaign ‘Aapka Business Chale NonStop with Kinara’ featuring the Indian all-rounder Ravindra Jadeja.
The campaign is centred on the broad appeal of superheroes as problem solvers. The advertising effort is based on the actual obstacles that small business owners in India face as they seek to expand their operations. Each advertisement highlights a key challenge that MSME entrepreneurs face when applying for a business loan, including the need for property collateral, long processing times, and gender bias.
In the ad, Ravindra Jadeja jumps in like a beloved superhero, lobbing the barrier with the Kinara brand mark and saving the day! The advertisements portray Kinara Capital’s solutions as his superpowers, reassuring entrepreneurs that they can focus on developing their businesses, resulting in Aapka Business Chale NonStop with Kinara.
Khyati Shah, EVP, corporate marketing, Kinara Capital, said, “We are thrilled to bring forth our brand ambassador Ravindra Jadeja’s larger than life-presence as a superhero championing the cause of small business entrepreneurs. The new digital ad campaigns illustrate how our myKinara App is the answer to the obstacles commonly faced by MSME entrepreneurs. With India nearing a billion smartphone users, we find that our MSME customer audience has also become much more tech-savvy in the last few years and is now confident about applying for business loans online. The ads will be used to scale Kinara’s online presence and expand our lead-generation.”
On this move, Ravindra Jadeja said, “Kinara Capital is the real superhero for thousands of small business entrepreneurs in India. It was my pleasure to assume the superhero avatar for the first time and smash the everyday challenges faced by India’s hardworking entrepreneurs.”
Each of the five ad films is dubbed in multiple languages and divided into 30-second, 15-second, and 6-second segments to maximise brand recall. The advertisements capitalise on Jadeja’s appeal as a cricketer by incorporating popular cricket phrases like Howzzat and Hit a Century after he saves the day for the small business owners.
MSME entrepreneurs can start their loan process with a single click by downloading the myKinara App and checking their eligibility in one minute without having to upload any documents. Powered by AI/ML, the data-driven strategy removes human bias from credit decisions, which has been found to be a game changer for the underserved MSME segment, particularly for female entrepreneurs.
The advertisements highlight Kinara’s collateral-free business loan solutions for MSMEs, which include long-term working capital loans, short-term working capital loans, machinery purchase loans, and an upfront discount for female entrepreneurs through its HerVikas programme. Kinara Capital provides business loans to MSMEs in over 100 cities in the manufacturing, trading, and services sectors within 24 hours, guaranteeing timely access to funds for company expansion.
MullenLowe Lintas Group developed the campaign for Kinara Capital, which will be featured on digital platforms including Meta and Google. With the advertising CTA to download the myKinara App, MSME entrepreneurs have an innovative alternative to traditional lenders, as Kinara Capital offers fast and flexible business loans of up to INR 30 lakhs. myKinara App can be downloaded in seven languages, including English, Hindi, Tamil, Telugu, Kannada, Marathi, and Gujarati.