Ravindra Jadeja saves the day with Kinara Capital's solutions for small entrepreneurs
The campaign ‘Aapka Business Chale NonStop with Kinara’ has been conceptualised by Lowe Lintas
Kinara Capital launched its new advertising & 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 universal 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 critical 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. With a flair reminiscent of a beloved superhero, Ravindra 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 maximize brand recall. The ads leverage Jadeja’s widespread appeal as a cricketer by weaving in popular cricket phrases such as Howzzat and Hit a Century, after he saves the day for the small business entrepreneurs.
Representing Kinara Capital as its official Brand Ambassador for the past three years, Ravindra Jadeja shared his thoughts about this new collaboration, “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.”
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. MSMEs across 100+ cities from the Manufacturing, Trading, and Services sectors can receive business loans from Kinara Capital within 24-hours, ensuring timely access to funds for uninterrupted business growth.
Created by Lowe Lintas for Kinara Capital, the ‘Aapka Business Chale NonStop with Kinara’ campaign will run on digital platforms, such as Meta and Google.
