How Khatabook is bringing the untold narratives of India’s MSMEs to the fore

Khatabook has rolled out its latest brand campaign, ‘Naam Hi Kafi Hai’, celebrating the goodwill of small businesses on the occasion of International MSME Day. This two-week long multi-video digital media campaign focuses on #NaamHiKafiHain theme honouring MSMEs for providing a distinctive customer experience through personal relationships.

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Khatabook wants to reaffirm the brand’s mission, purpose, and commitment to MSMEs across the country. The campaign has been conceptualised and produced by the brand’s in-house creative team. Through this new campaign, they want to share authentic stories of local business heroes and emphasise on the role they play in our lives.

In an exclusive chat with Adgully for their column Talking insights, Ved Prakash Yadav, Head of Growth and Marketing, Khatabook, sheds light on the campaign objective, the creative thought process behind the #NaamHiKafiHain campaign, how the company plans to effectively support the MSMEs, and more.

Tell us more about the ‘Celebrating the Name’ campaign with #NaamHiKafiHain. What’s the objective of the communication?

Khatabook has been contributing to MSMEs growth in India by empowering them with digital capabilities through its mobile applications, Khatabook and BizAnalyst. It is our mission to make MSMEs more efficient and profitable. As an organisation, we support the local business ecosystem and encourage everyone to purchase from local businesses to support them. Last year, with our massively successful “Dil Se Local” campaign, we urged people to pledge their support to local businesses across India.

This year, with the “Celebrating the Name” #NaamHiKaafiHai campaign, we are extending our ‘Dil se Local’ proposition to a very unique aspect of MSMEs in India – the trust and affinity that their name carries among their user base. Our campaign for MSME Day 2022 intends to recognise the goodwill of these local businesses in their customer base. The objective of this campaign is to remind our audience about all the local businesses they fondly remember and share a great relationship with. The teasers are released before MSME day while we are launching a master 35-second-long campaign video on MSME Day, June 27, 2022.

Within the scope of this campaign, we will also launch a video series called ‘Business Hua Easy’ in the first week of July. The focus will be on the unknown authentic stories of local business heroes while honouring them for providing a distinctive customer experience through personal relationships. The story of Ramesh and Dinesh Sirvee, the owners of Aaiji Super Mart in Bangalore, is the first story in this video series to be released.

How did you arrive at the insight for this campaign?

The concept of this campaign is derived from the insight that even though there are over 63 million MSMEs spread across the country, contributing around 30% to India’s GDP, their stories, challenges, and ambitions are untold. Over the years, many of these enterprises have established a reputation for themselves in their community and locality. They have grown based on face value, trust, and relationships. However, there is an untold story behind the names of these businesses and a larger emotion attached to them. Our campaign seeks to unfold those hidden tales.

What was the brief given to the agency for this campaign? How did they come up with their idea?

Khatabook’s in-house creative team has conceptualised and produced this digital campaign. The aim of this campaign is to showcase the goodwill of the local businesses in the niche that they have created for themselves and also tell the untold stories of their business journey.

As an organisation, we support the local business ecosystem and encourage everyone to purchase from local businesses to support them. We aim to build a strong emotional connect of our audience to the MSMEs they fondly remember and bring back a strong sense of community for local businesses.

How will the MSMEs benefit from this campaign and who are you targeting with this new campaign?

The core proposition of the “Dil Se local” campaign, which extends to “Naam Hi Kafi Hain”, is to encourage and remind people to buy from local businesses and support them. For us, MSME success is not just a campaign-specific objective, but an organisational goal. The campaign will connect people more strongly to the association with local businesses and encourage them to proactively engage with local businesses.

Khatabook aims to celebrate the efforts and journey of small and medium business owners across India, reiterate our support to the community and stand with them at every step of their business journey. Though greatly impacted during the peak of the pandemic, these businesses were resilient with many of them adapting to newer ways of working amid the ‘new normal’. We are reminding people to play a part in building this resilient MSME ecosystem in the country.

What is your media strategy for this campaign and how do you plan to evaluate the effectiveness of this campaign?

The campaign is completely digital. The strategy is to leverage all kinds of social media tools through videos, static posts, and Reels and extend our reach to maximum viewers. The objective is to generate engagement and dialogues besides the number of impressions, views, and likes to evaluate the effectiveness of the campaign.