Meta has rolled out a new marketing campaign titled ‘Your Business Deserves Better’, aimed at highlighting how small businesses across India are using Meta platforms to reach the right customers and drive meaningful growth. The campaign comes at a time when Meta says that as many as 92 per cent of businesses using its platforms in India are micro, small and medium enterprises (MSMEs), underlining the critical role digital tools play in their growth journey.

According to a press release issued by the company, the campaign seeks to spotlight the everyday realities of small entrepreneurs and the importance of reaching relevant audiences rather than just wider visibility. Conceptualised by Talented and produced by Footloose Films, the campaign is built around the idea that every small business, no matter its size, deserves better growth opportunities that can be unlocked through smarter digital advertising.

Arun Srinivas, Managing Director and Country Head, Meta India, said Meta platforms have effectively become storefronts for a large number of small businesses across the country. He noted that the campaign reinforces how reaching the right customers is vital for bootstrapped entrepreneurs and how this can be achieved through Meta’s advertising tools, including the simple Boost Post feature available on Instagram and Facebook.

Across India, neighbourhood businesses such as small parlours, home kitchens, studios and independent creators are increasingly thriving with the help of digital technologies. Meta said that while these businesses already have strong products and loyal local customers, scaling up requires access to audiences that are more likely to convert into long-term patrons.

The campaign also highlights Meta’s broader suite of solutions including Reels, AI-powered Advantage+ tools, generative AI creative features and messaging surfaces, all of which have been designed to make digital advertising more accessible to smaller businesses. The Boost Post feature, in particular, is positioned as an easy entry point for entrepreneurs to experience the impact of paid promotions with minimal effort.

The four films at the heart of the campaign tell stories of everyday entrepreneurs, including a parlour owner, a mithai shopkeeper, a yoga instructor and a ceramic artist. Each narrative reflects the aspirations of small business owners and reinforces a consistent message: boosting a post can help reach new customers and unlock better opportunities.

Prashant Gopalakrishnan, Founding Partner at Talented, said the idea stemmed from the many hidden local gems that people discover through word of mouth. With digital tools like Boost, he added, these businesses are no longer limited to being local secrets and can now be discovered by a much wider audience.

Indrashish Mukherjee, Director at Footloose Films, said the creative approach leaned into humour by showing small business ads reaching completely wrong audiences, highlighting the importance of relevance over reach. By exaggerating this mismatch, the films underline how Meta’s tools help businesses find the customers who truly matter.

As part of the wider initiative, Meta is also collaborating with over 30 creators, many of whom are entrepreneurs themselves, who have built and scaled their businesses using Meta platforms. The company said the campaign is another step in its ongoing effort to inspire and support India’s small business ecosystem.