Accounting app PagarBook has launched its first campaign, featuring Akshay Kumar and Kulbhushan Kharbanda. The campaign highlights an inter-generational story of a father and son making their business more efficient with the help of the app.
The film-led campaign aims to promote PagarBook’s features and how they enable small and medium scale businesses to professionalise their systems for more convenience, efficiency and profitability. BBDO India has conceptualised the campaign.
The main TVC shows Kharbanda essaying the role of an elderly businessman who is concerned about his son, played by Kumar. The father returns from his spiritual trip, worried that his son has not managed the business well without him and is pleasantly surprised to see that his son has introduced the PagarBook app for employee salaries, attendance and management of advances.
Siva Prasad, senior vice president, marketing and sales, PagarBook said “This is the first truly significant campaign from PagarBook and we believe we will be able to cut through to our audience with this message. Our ethos is focused on solving the most challenging problems faced by the SME sector. The goodwill of India, the common Indian, is something that we strive towards, and this is where there was great synchrony with Akshay. We are happy to help the SME’s professionalise their employee management systems through our app which is totally free to download, and very easy to use.”
Akashneel Dasgupta, chief creative officer, BBDO India (Gurugram), added “PagarBook is an idea whose time has come. Conceptually it is such a simple but wonderful innovation that I am certain about its success. There was a huge need gap where cumbersome record books and attendance registers needed to be desperately replaced with technology. PagarBook does exactly that. As far as the film is concerned, the best bit was the pairing and chemistry between Akshay and Kulbhushanji”.
Creative agency: BBDO India
Chief creative officer (Gurugram): Akashneel Dasgupta
Senior creative director (Bengaluru): Manoj Jacob
Senior art director: Ashwin R
GM and EVP (Bengaluru): Digvijay Shekhawat
CEO: Suraja Kishore
Chairman and CCO: Josy Paul
Production house: Dharma 2.0
Director: Abhishek Varman