Godrej Capital’s ‘Badho Behisaab’ Takes Multi-channel Route In 40 Markets

EE News Desk Oct 07, 2024

The 360-degree multi-lingual festive campaign will utilise a strategic blend of digital, direct marketing, and BTL activations ensuring broad visibility and influence

As India gears up for the festive season, Godrej Capital has launched a new festive campaign ‘Badho Behisaab’.

The campaign aims to inspire MSMEs to seize forthcoming growth opportunities. Reminding businesses of their right to thrive and creating awareness about financial readiness to help them scale during this focal time. With the festive rush being the perfect moment to expand, adding money to grow money becomes the next big step for success. Godrej Capital through this campaign aims to support small and medium-sized business owners with flexible business loans and loans against property offerings to help them gear up for the busiest and most profitable time of the year.

The ‘Badho Behisaab' concept reflects the limitless nature of the festive season, where the demands of work often lead to a disregard for time and meals. It takes viewers on a journey through the vibrant hustle and bustle of India’s festive season, where business owners are gearing up to meet upcoming consumer demand. The concept emphasises that immense hard work and dedication should result in equally extraordinary growth or ‘Behisaab Business’.

The campaign kicks off with a digital video commercial (DVC) conceptualised and developed by creative agency Publicis India. Set against a backdrop of dynamic marketplaces and busy preparations, the DVC follows the story of determined small business owners working day and night, balancing the demands of stock, managing inventory and cash flow, upgrading machinery, and staffing. The narrative cleverly weaves together the boundless opportunities of the festive season with the need for readiness and preparation for business success.

This 360-degree multi-lingual campaign is specifically targeted at micro, small, and medium-sized enterprises (MSMEs), encompassing social media and digital platforms, including Meta, Google, and LinkedIn, along with transit media such as taxis and more.

This strategic blend of digital, direct marketing, and BTL activations ensures broad visibility and influence, effectively reaching the target audience through a multi-channel approach in nearly 40 markets which include Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Mumbai, Pune, Surat, Alwar, Aurangabad, Hubli, Jalandhar, Jodhpur, Kolhapur, Madurai, Mangalore, Mysore, Panipat, Rajkot, Salem, Udaipur, Visakapatnam, Warangal, Chandigarh, Coimbatore, Indore, Jaipur, Kanpur, Lucknow, Ludhiana, Nagpur, Vadodara, Vijayawada.

The DVC will be dubbed in seven languages including Marathi, Telugu, Gujarati, Punjabi, Kannada, Tamil and Telugu to create awareness amongst its expanding market presence across tier 2 & 3 cities in India.

Nalin Jain, Chief Marketing Officer, Godrej Capital said, "The festive season is a critical period for businesses across India. Our ‘Badho Behisaab’ campaign is designed to help businesses get festive-ready by offering flexible loan solutions. By offering flexible loans and quick approvals, we are committed to empowering businesses to grow without financial barriers ensuring they can fully capitalise on the opportunities coming their way this festive season.”

Further to that Oindrila Roy, Managing Director, Publicis India added, “The ‘Badho Behisaab’ campaign captures the relentless drive and passion of MSME business owners as they gear up for the most crucial time of the year. Leveraging our deep expertise in the BFSI sector and our understanding of Godrej Capital’s vision, we've created a film that showcases the hustle of these entrepreneurs, while emphasising the benefits of securing loans before the festive season. It’s a tribute to their entrepreneurial spirit and a reflection of the support Godrej Capital provides to help businesses thrive. We’re confident this campaign will enable MSMEs to meet the season's demands and achieve their goals.”

The campaign catering to small business owners emphasises how they can expand without financial barriers during the festive season by leveraging Godrej Capital’s flexible loan products — Business Loan, Professional Loan, Loan Against Property (LAP), and Udyog LAP (Business Loan Against Property). Key benefits include fast loan processing to ensure businesses are prepared in advance, Flexi Funds an overdraft-like facility for flexible withdrawals, and higher eligibility for greater financial opportunities. It further emphasises Godrej Capital as a trusted partner in providing financial freedom to meet the festive season's demands and achieve exceptional growth.