Facebook Launches It's campaign- ‘Nayi Shuruaat’

Facebook launches ‘Nayi Shuruaat’ a new campaign to celebrate the small businesses of India, and resilience to pivot and make a new start or a 'nayi shuruaat' amidst the crisis the world has seen in recent times. 

Nayi Shuruaat will be launched with a film that focuses on three unique small businesses - The Moms Co, Sleepy Owl and Doodlage.

Speaking about Nayi Shuruaat, the Director, Small and Medium Businesses of Facebook India, Archana Vohra expressed, “Facebook’s goal has always been to enable new opportunities for businesses, especially for the more than 60 million small businesses across India. In the face of so much uncertainty, we’ve remained inspired by how small businesses have reinvented themselves by moving online - many for the very first time. Everyday we see amazing examples of SMBs using the Facebook family of apps to pivot, and make a new start, and grow through this particularly challenging time. This film is about celebrating their economic recovery and nayi shuruaats, and we hope that their resilience will inspire millions of other small businesses and entrepreneurs across the country.”

"We started The Moms Co three years ago with a Facebook post, and built a strong community of mothers across India that has helped us become a leading brand for natural, toxin-free, and safe personal care products for moms and babies. Covid brought our expansion plans to a sudden halt, forcing us to reevaluate our strategy and figure a way to make a new start amidst the new normal. We turned to our Facebook and Instagram communities to grow in these times. Over the last few months, we've done regular engagements, interactions, and Lives to engage, learn, and even institute new product development processes. We've seen our business grow 200% pre-Covid levels, and Facebook has been central to this nayi shuruaat," said the Co-founder of The Moms Co, Malika Sadani. 

The co-founder of Doodlage,Kriti Tula expressed "Doodlage was born with the dream of bringing together fashion and sustainability. The drive behind Doodlage resonated with people on Instagram where ideas and communities based on passions come to life. Our products are made by upcycling factory waste, re-cycling secondhand clothing and industrial waste. When COVID struck, many brick and mortar stores we stock at struggled or went through a worse fate. Connecting with our digital consumers became more important than ever. Our business has grown three times of what we were before the pandemic, and our usage of Facebook and Instagram has more than doubled in this span. With the support of our community on Instagram and Facebook, we were able to bounce back in these tough times, and deliver not just across India but also expand to Australia, Dubai, Singapore and Europe.”

"Sleepy Owl started with the vision of building an indigenous coffee brand in India. We're a digital-first brand and while starting out used the Facebook platform to build the brand and spread awareness. Our community on Facebook and Instagram helped us grow from a small kitchen in Dwarka, Delhi to retail shelves across India. COVID was a bolt from the blue and disrupted so many of our plans. But when the world shut down, our Facebook and Instagram community came to our help yet again, helping us make a new start. Since March, we've used Facebook and Instagram a lot more than we did before the pandemic; we've reached new customers and coffee-lovers, taken orders online, and served more 150000 cups on the back of digital," commented the co-founder of Sleepy Owl, Arman Sood.  

The Nayi Shuruaat film is made by Wunderman Thompson and the campaign will run across print, digital, and television.