Kinara Capital launches new ad campaign featuring cricketer Ravindra Jadeja

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Kinara Capital, a fintech company, has launched its “Jadeja Bats For Kinara” ad campaign featuring brand ambassador Ravindra Jadeja.

The ad campaign is a series of three concepts that are inspired by real-life situations that small business entrepreneurs commonly encounter before becoming their customers.

The ads feature cricketer Jadeja relaying his popular catchphrases of “Ab Mariye Sixer”, “Howzzzat” and “Ab No Googly” to highlight its benefits for small business entrepreneurs.

Khyati Shah, Executive Vice President of Enterprise Marketing for the company, said, “The advertising campaign addresses the challenges of MSMEs by offering our app as a solution and empowering small business entrepreneurs to take the first step towards growth of their business. Our Brand Ambassador is a self-made champion whose tenacity to give it his all in every cricket match resonates with the determined spirit of the everyday entrepreneur.”

The series of ads promoting the app are extended to various formats and languages ​​including Hindi, Tamil, Telugu, Kannada, Gujarati and Marathi. Ads are primarily served on social media channels including YouTube, Facebook, Instagram in 6 second, 15 second and 30 second versions, and are scheduled to run on other mediums such as OTT, in-app advertising as well as ShareChat.

Jadeja added, “I grew up in a modest neighborhood surrounded by many small businesses that were an integral part of the community. I understand and recognize the importance of this helping hand in pushing you to the next level. So I’m proud to represent the value the myKinara app brings to small businesses.”

Created and produced by Lintas C:EX, the commercials were filmed in Bangalore with original background music composed to give the commercials a catchy tune.

Satish Ramanathan, Executive Director of Lintas C:EX, said, “Our task was to create short, digital and impactful content that showcases the importance of the app in a memorable way. We wanted to take a definitive position for them that is appropriate for the long term. The ad succinctly captures the entrepreneur’s struggle. Jadeja also synced well with the message we were trying to convey with her sense of humor and appropriate delivery.”

According to Invest India, a government initiative, the Indian fintech industry market size is $50 billion in 2021 and is estimated to grow to $150 billion by 2025.

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