How UGRO Capital’s #UtsavKiUdaan Harnessed Creator Power to Fuel MSME Readiness

Diwali is a season of light, prosperity, and celebration, but for small businesses, the real glow comes from meticulous planning, disciplined cash flow, and strategic execution. Recognising this, UGRO Capital launched UtsavKiUdaan, a campaign built around the Business Lakshmi Mantras, a practical 10-point checklist for MSMEs to prepare for the festive season and beyond. By combining cultural storytelling, data-driven insights, and multi-channel engagement, UGRO ensured the campaign reached over two million people, putting MSMEs firmly in the spotlight during India’s most important business season.

#UtsavKiUdaan

The heart of #UtsavKiUdaan were creators & influencers whose relatable, authentic content and messaging made the campaign resonate with audiences far beyond traditional advertising. From unboxing the Lakshmi Mantras booklet to creating reels that mixed personal storytelling with practical tips, these creators amplified UGRO’s message, demonstrating how digital creators have evolved into a vital force not just for entertainment but for serious business campaigns.

UGRO Capital’s Festive Campaign: #UtsavKiUdaan

Backed by research showing that 80% of MSMEs start festive preparations months in advance and 73% plan their budgets in detail, #UtsavKiUdaan was designed as both a celebration and a movement. The Business Lakshmi Mantras address every crucial aspect of readiness, from cashflow discipline and smart stocking to digital preparedness and customer engagement.

The campaign leveraged multiple touchpoints:

• Direct engagement: The Lakshmi Mantras booklet was shared in seven languages, English, Hindi, Marathi, Gujarati, Tamil, Telugu, and Kannada, with over three lakh MSMEs via WhatsApp and email.
• Influencer amplification: Partnering with creators gave the campaign a maximum reach with reels themed “Main Diwali Ready Hoon” showcasing real entrepreneurs.
• Media presence: Print media placements in Dainik Jagran and iNext ensured visibility in key MSME hubs.
• Podcast launch: UGRO Capital’s Founder & MD, Shachindra Nath, in conversation with Salil Acharya, explored actionable strategies for festive preparation, blending business insight with storytelling.

Shachindra Nath summarised the campaign philosophy like: “If MSME Accha Hai was about recognition, and Bharosa MSME Par was about trust, then #UtsavKiUdaan is about readiness. Prosperity doesn’t arrive by chance; it is created step by step.”

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Creator Spotlight: Finance with Salini

Salini Agarwal, popularly known as financewithsalini, has carved a niche by making finance approachable for millions. With 396K followers, her content simplifies investing, saving, and taxation. For UtsavKiUdaan, Salini created a vibrant unboxing reel of the Business Lakshmi Mantras booklet, highlighting each mantra as a “step toward business prosperity.”

Her reel connected with entrepreneurs by showing how preparation, trust, and disciplined effort can turn any small business into a success story. Her personal, relatable narration resonated with MSMEs who juggle festive stress with business responsibilities, making her content a perfect bridge between UGRO’s message and the real-world audience.

Creator Spotlight: Kartik Dhiman

Kartik Dhiman, India’s first business idea coach with 1.4M+ followers, is known for mentoring and inspiring small business owners. For the campaign, he crafted a reel that blended festive spirit with practical business guidance, humorously addressing the challenges of managing stock, capital, and customer expectations during Diwali.

Kartik’s style, conversational, educational, and highly engaging, made the 10 Lakshmi Mantras feel like insider business secrets. By sharing actionable insights in a festive tone, he encouraged entrepreneurs to treat their business as part of the celebration, not just their shopfronts, significantly enhancing the campaign’s relatability and reach.

OneNative Studio & UGRO Capital: Crafting the Festive Flight of MSMEs

The UtsavKiUdaan campaign was conceptualised and executed in partnership with OneNative Studio. This collaboration ensured that the festive vision of the Business Lakshmi Mantras was translated into engaging digital experiences, creator content, and multi-channel storytelling, seamlessly combining creativity with strategic impact for MSMEs across India.

UGRO Capital Podcast: Business Lakshmi Mantras in Conversation

The campaign also featured a dedicated podcast episode, where Shachindra Nath discussed the Business Lakshmi Mantras with host Salil Acharya. The conversation went beyond theory, offering MSMEs practical guidance on taxation, GST, operational scaling, and cashflow management. The podcast allowed creators and listeners alike to engage deeply with the campaign’s core message, creating another layer of impact for those seeking actionable business strategies during the festive season.

The Rising Influence of Creators in Business Campaigns

Today, creators are no longer just promoters of movies, albums, or lifestyle content; they are crucial drivers of serious business campaigns. Their authentic voice, relatability, and reach make them indispensable in bringing initiatives like UGRO’s #UtsavKiUdaan to life. For MSMEs, this approach is transformative: it ensures that guidance, strategies, and resources reach every entrepreneur, fueling India’s MSME revolution and reinforcing the notion that digital content is not just entertainment but a tool for meaningful business impact.

Also Read: Paarne Jhulo: A Festive Song that Found Its Digital Pulse

UGRO Capital’s #UtsavKiUdaan illustrates the growing power of social media and creator-driven campaigns in the finance and business sector. By leveraging relatable creators, engaging storytelling, and data-backed insights, the campaign not only amplified awareness but also provided MSMEs with actionable strategies to thrive. As businesses increasingly embrace digital content to connect with audiences, the fusion of influencer marketing and practical business campaigns is emerging as a game-changer in India’s entrepreneurial landscape.