Campaign India Team
Sep 21, 2021

MS Dhoni and Khatabook deliver the 'loss motion', 'dependelytis' vaccine for MSMEs

Watch the films conceptualised by Fatmen

Khatabook has released a campaign consisting of two films featuring cricketer Mahendra Singh Dhoni. 
The films feature Dhoni as the 'Dhande ka Doctor' (doctor of work) and promote Khatabook as well as its Biz Analyst tool as the panacea for troubled MSME owners. 

Ravish Naresh, CEO, and co-founder, Khatabook, said, "Our product offerings resonate with our mission to make businesses more efficient and empower merchants with the power of digital. The pandemic has shaken up the business ecosystem. However, our MSME community has demonstrated great resilience and is adopting digital to build future-proof businesses. With the #DhandeKaDoctor campaign, we want to encourage more and more small businesses to adopt our digital solutions to manage their resources efficiently and thrive in this 'new normal’." 
Ved Prakash Yadav, VP, growth and marketing, Khatabook, said, "Our #DhandeKaDoctor campaign aims to reach out to more business owners with its effective messaging conveyed by our brand ambassador MS Dhoni in his new Khatabook avatar. Through this campaign, we want to let the MSME community know that Khatabook is committed to addressing various business challenges they face with simple, user-friendly digital solutions. We hope that these offerings will provide a springboard for the MSME community to grow their businesses in the pandemic world."
Rishabha Nayyar, chief strategy officer, Fatmen, said, “Old habits die hard. Though all MSMEs would relate to the problems and challenges of their ancient systems, out of habit most of them would continue with them. Getting them to recognise the magnitude of the problem was key to opening their minds to embracing our new-age solution. Which is why our approach was one of magnifying each one of these seemingly regular problems into scary business diseases that needed to be prevented through a vaccine!”
Ashwin Varkey, founder and chief creative officer, Fatmen, added, "Khatabook, both as a brand and client, is very special to us. After creating the last campaign we were very sure that we can’t let the momentum drop. Shishir Kapre along with his team of Kshitij Barot and Skandh Chaturvedi have created an extremely exciting campaign. An extra large peg to Kshitij for bringing this idea to the table. A big shout out to our mad partners ZigZag  films – Abhijit and Anupama. For all the work, the craziness, the intensity and not to forget… the ambulance siren that the nurse carries throughout the campaign.  Thanks to our clients for letting us play this one. And to MSD, our captain, for hitting the ball out of the park. Yet again."
The campaign has been launched in five languages: Hindi, Marathi, Bengali, Tamil, and Telugu, and will be running for a six-week period across digital. 
Client: Khatabook
Agency: Fatmen
Creative: Shishir Kapre , Kshitij Barot , Skandh Chaturvedi, Ashwin Varkey
Planning: Rishabha Nayyar
Director: Abhijit Sudhakar
Producer: Anupama Ahluwalia
Production house: ZiG Zag Films
Campaign India

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