MAM
New age social media tools offer unique movie promotion opportunities
The insatiable consumption of social media for connecting with online users has also made it a platform where the internet users get their "breaking news", "latest updates", or any information that is "trending." If a movie is releasing in a few months, the probability is that the users may have already heard about it on social media from the actors or directors of the movie much before any official movie promotions are done. Traditionally, moviemakers would try to create a pre-launch buzz with the release of a few trailers and songs to excite the audience. But with the advent of social media, the moviemakers can build-up craze for their movies ahead of any trailer or song release. Now, with the new social media tools movie makers have the power not only to inform about a new movie or its actors but they also have a chance to engage uniquely with the internet users. Let us deep dive into various aspects of how moviemakers can leverage the new age social media platforms, such as Likee, and tools to promote their movies.
Engage with movie actors Likee never before: Irrespective of the times we live in, for a movie enthusiast, the moment of meeting a celebrity personally will never lose its charm. In a country like India where movie actors are treated as gods, meeting a celebrity is like a dream come true for many. Moviemakers can tap into this sentiment, and plan pre-movie release campaigns on new-age platforms that are more popular among the youth. New-age social platforms such as Likee are widely used by tens of millions of Indians and comparatively, it provides much larger reach among the right set of audience. These platforms are especially popular in tier 1 to tier 3 cities where the youth likes to experiment with new features and create innovative videos. Hence the new-age social platforms enable moviemakers to expand their reach. Recently, Fox Star Studios collaborated with Likee to promote its upcoming movie Chhichhore. By participating in an exciting promotional initiative, several users on the platform will get a chance to meet the famous Bollywood stars – Sushant Singh Rajput and Shraddha Kapoor. To grab this opportunity, the young movie enthusiasts are participating in large number and are creating their dynamic videos using background movie dialogues. As a result, the movie has already become part of their lives. This opportunity is enabling Fox Star Studios to stimulate the user's imagination and develop a unique bond between the movie and its stars along with the target audience.
Another potential tool to enable engagement between movie actors and the target audience is live video streaming. The interviews of actors before a movie release will soon become a passé. The possibility of movie stars' live interaction with the target audience on live video streaming platforms like Bigo Live will be one of the biggest opportunities for moviemakers to promote their movies. This will allow internet users to feel more involved as they can interact with their favourite stars!
Filter it out!
Another very important tool that has the potential to build up the craze for new movies among the youth are AR-based filters on video platforms such as Likee. Leveraging the power of AR and AI, new age social media platforms provide innovative tools for its users to create dynamic videos. The AR filters also play an important role in strengthening the likability of the new look of the movie character ahead of the movie launch. While the traditional social media platforms like Facebook, Instagram and others were used to release the "movie look" of celebrities, new-age platforms enable its users to try that look virtually with the help of AR-based filters.
Traditionally, a movie star's look such as a hairstyle, or clothing style, bags, jewellery would become a fashion among youth after the movie is released, however, the new trend of "movie look release" on social platforms enable the users to try the fashionable star look way ahead of the movie release. As a result, the characters of the movie receive instant affection and love from the target audience much before they display their acting skills. By embracing the movie character's look, virtually or physically, the fans tend to show their support for the movie and its actors.
To give an example, Bollywood's first-ever space movie Mission Mangal collaborated with Likee to enable the users to see themselves as astronauts in the space using the astronaut suit filter. The creators not only used the filter to position themselves as astronauts but also merged it with pre-installed famous dialogues of Mission Mangal in the background to create entertaining videos.
#Challenge as an opportunity: Hashtag challenges are not a new concept. We are all aware of #ALSchallange, #KikiChallenge, #FitnessChallenge, and others. These challenges have played an important role in igniting action-oriented sentiments among internet users. Tapping into the opportunity, the moviemakers are also using #challenges to engage with their target audience and promote their movies or support the cause on which their movies are based on. On Likee, the #challenges coupled with AR-based filters make a powerful tool to engage with the youth who are always eager to experiment with new things and have the will to perform something better in a given challenge.
To conclude, we can say that if Bollywood movies play an important role in inspiring the youth then platforms such as Likee and Snapchat are enabling youth to apply that inspiration and bring out their star-like qualities with help from innovative video tools. Hence, creating new dynamics for moviemakers on how movie and movie stars can be promoted. Leveraging the new age social media platforms and tools, the movie makers can weave the sentiments of the internet users with their movie stories to make their movies larger than what they are.
(The author is a brand strategist and communications consultant. The views expressed are his own and Indiantelevision.com may not subscribe to them.)
Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
