MAM
Likee and Jjust Music join hands to promote Pawan Singh’s chartbuster Holi song #KamariyaHilaRahiHai
MUMBAI: Likee, the pioneering short video creation platform from Singapore-based BIGO Technology PTE Ltd, has collaborated with Jackky Bhagnani’s Jjust Music to promote the newly-launched music video ‘Kamariya Hila Rahi Hai’. Biggest Bhojpuri star Pawan Singh has sung and acted in the song, which has become the Holi anthem of the year, and features acclaimed dancer Lauren Gottlieb. This is Pawan Singh’s first-ever Hindi mainstream track. The song has been composed by Payal Dev and the music video has been directed by Mudassar Khan.
As part of the collaboration, Likeers are invited to perform on the song and share their colourful videos with #KamariyaHilaRahiHai, tagging superstar Pawan Singh, Lauren Gottlieb and Jjust Music. They can make their videos interesting by using video stickers and features such as ‘superme’ and ‘face magic’. The videos liked by the artists will be shared on their Instagram accounts. So far, #KamariyaHilaRahiHai has clocked millions of views. It has also been mentioned as the number one trending song on YouTube.
Pawan Singh shot to fame with immensely popular ‘Lollypop Laagelu’ song and is currently one of the biggest names in the Bhojpuri film industry. The multi-talented singer-actor is well known across the country. His co-star Lauren Gottlieb, an accomplished dancer, first appeared on the Indian television screens with the sixth season of Jhalak Dikhhla Jaa. Following it, Lauren appeared in Bollywood film ABCD: Any Body Can Dance and several music videos, with popular artists such as Badshah and Harrdy Sandhu.
This collaboration substantiates Likee’s commitment to provide valuable and entertaining content as per the taste of Indian youth. It is a special gift for Likee’s regional users on the occasion of Holi. Likee’s growing popularity has drawn the focus of many brands and celebrities in India to promote themselves among millennials in the most effective way.
Speaking about the association, Pawan Singh said, “Likee is a platform that has pan-India reach. The platform is particularly popular in the region where most of my fans reside. Every year I come up with a new song for my fans and this time we thought of leveraging the platform for the promotion of my latest song. I am sure that Likee will help the song reach a broader audience.”
Jjust Music spokesperson attributed the selection of Likee for the song promotion to the platform’s popularity in tier II and tier III cities, along with metros, saying, “Pawan Singh is one of the biggest regional stars and his stature is completely in sync with the increasing popularity of Likee in India. Likee’s nation-wide popularity made it our essential choice for the song’s promotion.”
Likee is available in more than 15 Indian languages, including Hindi, Tamil, Marathi, Gujarati and Bengali. The app provides the most extensive and innovative features to help users create dynamic and engaging videos. As per the latest ranking released by Sensor Tower, Likee featured among the top 6 most downloaded apps globally. In 2019, Likee won the Guinness World Record for creating the largest online video album of people waving a flag in India during the #IAmIndian campaign, which witnessed participation of more than 1 lakh Indians as the country celebrated the 73rd Independence Day.
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.
