IndiaMART, the nation’s largest online B2B marketplace, has launched its new campaign titled 'Kaam Yahin Banta Hai', aimed at highlighting the platform’s strong foundation of trust, vast selection, and unmatched convenience. The campaign reflects IndiaMART’s mission to simplify business and enable digital transformation for enterprises across the country.
The campaign showcases the platform’s key advantages: a wide variety of products, affordability, convenience, and verified sellers. With over 40 percent GST-verified trusted sellers, 8 million reviews and ratings, and a 4.8 Play Store rating, IndiaMART has created a digital space where more than 20 crore registered buyers can transact confidently.
At the heart of the campaign are three ad films built around the generational contrast between a traditional businessman father and his digital-native entrepreneur son. Each episode unfolds as the father struggles with sourcing bulk goods and the son uses IndiaMART to solve the problem efficiently. The recurring phrase “Lagi Shart?” adds a playful and confident tone to each bet placed by the son, reinforcing the platform’s reliability.
Dinesh Gulati, COO of IndiaMART, said, “Our goal is to make doing business easy for everyone. The 'Kaam Yahin Banta Hai' campaign reiterates how shifting from traditional sourcing to a digital platform like IndiaMART makes the process more seamless and trustworthy. We offer access to millions of goods at competitive prices, ensuring buyers get their business done with confidence.”
The creative vision for the campaign was brought to life by ART-E Mediatech, the agency behind the scripting and execution. Amit Dhawan, Partner and 
at ART-E Mediatech, commented, “The generational dynamic was a powerful narrative tool. Through ‘Lagi Shart?’, we created a tone that is relatable, authentic, and demonstrates IndiaMART’s position as a problem-solver for both legacy business owners and new-age entrepreneurs.”
In its 29th year, IndiaMART continues to empower over 8 million suppliers and 211 million buyers with access to more than 119 million products. The campaign reinforces its commitment to supporting businesses in their digital journey with trust, innovation, and customer-centricity.
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