Meta launches 'Blueprint for India' equipping SMBs in India with Digital Skills to grow their business online
‘Blueprint for India’ is the latest campaign for Meta from global independent digital creative agency AnalogFolk and content production company Untold Fable. It aims to create awareness of Meta’s Blueprint education programme, an online hub which offers SMBs the opportunity to complete accredited digital skills training and get their business online.
Meta plans to upskill 10 million small businesses and 250,000 creators in the Indian market over the next three years through its Blueprint education programme. Meta Blueprint provides free access to five curated course paths that focus on different business objectives and topics that relate to Instagram, Reels, Facebook, Ads Manager, and WhatsApp. After completing a ‘learning journey’ or focused path of courses, individuals have the opportunity to pass a quiz to receive a certificate of completion that proves their skills, digital knowledge and expertise.
The ads feature a series of people from varied backgrounds – either older or less metropolitan business owners – contrasted with quotes from their naysayers. The kind of negative comments they’ve probably heard from people who said they should stay in their lane. Each subject represents a real business owner of a non-digital business - textiles, pottery and catering. Through contrasting quotes from the naysayers with defiant portraits showing real small business success, the campaign captures the possibilities that free training from Meta can unlock, whether it's across WhatsApp, Facebook Ads or Instagram reels.
Meta partnered with AnalogFolk and Untold Fable to create Blueprint for India, following on from last year’s Good Ideas Deserve to be Found campaign, which showed how small businesses can use Instagram Stories and Facebook Ads to grow, highlighting the simplicity, scale and impact of Meta's business tools. The work reached 2.4 million businesses and gained 30 million impressions over the campaign period. Untold Fable drew on their decentralised talent network to produce the campaign and film the shoot by utilising local talent for the shoot in Mumbai, India with authentic knowledge and perspectives.
Colin Byrne, Regional Executive Creative Director at AnalogFolk said “SMB owners in India have traditionally been made to feel like they’re too old, their business too niche or simply that they aren’t modern and metropolitan enough to get their business online. "You can't do that" is a familiar phrase to thousands of small businesses across India when it comes to getting their business online. There's a misconception that the digital space is only for the highly educated, wealthy metropolitan elite - and it's exactly this attitude that the campaign is challenging.”
Ben Londesbrough, Producer at Untold Fable said “By working closely with a talented local team for Meta Blueprint, we were able to prioritise efficiency whilst retaining cultural authenticity. To ensure a seamless production process, we collaborated with experienced local fixer Amit Vachharajani, who connected us with local crew and talent who added their perspective and passion to the project. Their contributions infused the shoot with an unmistakable Indian knowledge, connecting our results deeply to the local culture. We didn't stop at talent sourcing. We incorporated locally sourced wares and materials, showcasing the craftsmanship and artistic traditions of India. One of our highlights was working with the exceptionally talented photographer, Rema Chaudhary, whose keen eye and unique vision brought the essence of India to life through her lens. Rema's mastery elevated our project to new heights.”
