As India prepares for the festive season, Godrej Capital, the financial services division of Godrej Industries, has introduced its latest campaign, ‘Badho Behisaab.’ This initiative is designed to motivate micro, small, and medium-sized enterprises (MSMEs) to take advantage of the upcoming growth opportunities during this crucial period.
The campaign focuses on the idea that the festive season is an ideal time for businesses to expand. With increased consumer demand and heightened market activity, MSMEs have the potential to thrive. Godrej Capital aims to equip business owners with the financial resources they need to seize these opportunities. Through flexible business loans and loans against property, the campaign highlights how businesses can boost their growth and success during this peak period.
The essence of the ‘Badho Behisaab’ campaign lies in the limitless potential that the festive season brings. As MSMEs work tirelessly to meet increased demands, Godrej Capital emphasizes the importance of financial readiness. The campaign illustrates the busy lives of entrepreneurs during this time, showcasing the dedication required to manage stock, staff, and operations while keeping pace with growing consumer needs. With a focus on helping business owners scale, the message is clear: hard work should result in boundless growth.
The campaign kicks off with a Digital Video Commercial (DVC) created by Publicis India, set amidst the hustle of festive marketplaces. It follows the journey of several small business owners preparing for the festive rush. From upgrading equipment to managing cash flow, the film shows how these entrepreneurs juggle their responsibilities to ensure their businesses succeed. The festive season, as portrayed, is a time when financial planning is essential to maximizing profits, and Godrej Capital’s offerings are designed to support this journey.
Targeting MSMEs across India, the ‘Badho Behisaab’ campaign is a 360-degree initiative that spans multiple platforms, including social media channels like Facebook, Instagram, LinkedIn, and YouTube, as well as transit advertising through taxis and other outdoor media. This widespread outreach ensures the message reaches MSMEs in nearly 40 markets, including major cities like Mumbai, Delhi, Bangalore, and Chennai, as well as smaller cities such as Rajkot, Udaipur, Mysore, and more.
In order to connect with a wider audience, the campaign’s DVC will be dubbed in seven regional languages: Marathi, Gujarati, Telugu, Punjabi, Kannada, Tamil, and Telugu. This multi-lingual approach ensures that the campaign resonates with business owners across diverse regions, especially in Tier 2 and Tier 3 cities where the MSME sector is rapidly growing.
Nalin Jain, Chief Marketing Officer of Godrej Capital, spoke about the vision behind the campaign, stating, “The festive season is a pivotal time for businesses across India. With the ‘Badho Behisaab’ campaign, we aim to provide MSMEs with the financial tools they need to capitalize on this period. Our flexible loan solutions, quick processing times, and higher eligibility options are tailored to help businesses grow without financial constraints, ensuring they are well-prepared for the season.”
The campaign also emphasizes Godrej Capital’s wide range of flexible financial products designed for MSMEs. These include business loans, professional loans, loans against property, and Udyog LAP (Business Loan Against Property). With fast processing times, higher loan eligibility, and a Flexi Funds facility for flexible withdrawals, Godrej Capital ensures that businesses can secure the funds they need to meet rising demands during the festive season.
Oindrila Roy, Managing Director of Publicis India, added, “The ‘Badho Behisaab’ campaign is a tribute to the resilience and ambition of MSME entrepreneurs. As they prepare for the most important time of the year, securing financial support is key to unlocking growth. Through our campaign, we’ve captured the energy and drive of these businesses and showcased how Godrej Capital can empower them to reach new heights.”
By offering tailored financial solutions and quick approvals, Godrej Capital is positioning itself as a trusted partner for MSMEs during this festive season. The ‘Badho Behisaab’ campaign is not just about growth—it’s about helping businesses realize their full potential, ensuring that they can scale without financial limitations and achieve unprecedented success during one of the most crucial times of the year.
