Kinara Capital and Ravindra Jadeja highlight challenges faced by India’s small biz owners

Delhi: Kinara Capital launched its latest advertising and brand campaign under the theme of ‘Aapka Business Chale NonStop with Kinara’ featuring the all-rounder Indian cricketer Ravindra Jadeja as a superhero.

The new campaign is built around the appeal of superheroes as problem solvers. The campaign is anchored on the real-life challenges faced by India’s small business owners who aspire to grow their businesses. Each ad showcases one obstacle faced by MSME entrepreneurs in their quest to get a business loan, such as the need for property collateral, long processing time, and gender bias. 

Jadeja swoops in, lobbing the obstacle with the Kinara brand mark and saving the business. The ads portray Kinara Capital’s solutions as his superpowers with which he reassures the entrepreneurs that they can focus on growing their business, thus, Aapka Business Chale NonStop with Kinara.

Speaking about the campaign, 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.”

Each of the 5 ad films is dubbed in multiple languages and cut into 30-sec, 15-sec, 6-sec lengths to maximise brand recall. 

Representing Kinara Capital as its official Brand Ambassador for the past three years, Jadeja shared his thoughts about this new collab, “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 hard working entrepreneurs.”

The ads feature Kinara’s top collateral-free business loan solutions for MSMEs, including Long-term Working Capital Loans, Short-term Working Capital Loans, Machinery Purchase Loans, and an upfront discount for women entrepreneurs via its HerVikas program. 

Created by MullenLowe Lintas Group for Kinara Capital, the ‘Aapka Business Chale NonStop with Kinara’ campaign will run on digital platforms, such as Meta and Google.