Brief by the client

During the IPL season, a TVC by Khatabook was launched, featuring its brand ambassador M.S. Dhoni who addresses 3 different problems faced by merchants and how Khatabook brings in solutions for those merchants who wish to grow their business rather than staying in long unpaid debts. Hence the showcase of the payment reminder, Automatic calculation, and the use of the QR feature via a series of engaging and humor filled videos.

Using the 3 avatars of Dhoni, we created a filter, which had the look & feel of Dhoni in the TVC. The names of these 3 avatars were - Sharmile Sharmaji - whose character represented the shy people who would find it difficult to ask for payments but overcomes his issue by sending payment reminders to his customers, Techno Tawde - whose character represented that he was a tech savvy person, and gets his payments back digitally via the QR feature & Tomorrow Swamy - whose character represented that he would delay the long standing calculations, but with Khatabook, his accounting got easier and faster.

Our Approach

We detailed out the filter by having the most minute element from the TVC, to give it a more realistic feel. The thought was whoever uses the filter, feels like he too is Dhoni. That feeling had to be real, which was brought out in the filter. The use of the filter was to have the person look at the camera and long hold the capture button, when the shuffling the character was displayed on screen. Upon a character being selected, the background and the face elements would appear. The look that the filter would reveal is of the person looking like the Dhoni from the TVC.

As AR filters couldn’t be promoted, and we had to make as many people try out the filter, we planned for it’s pre-launch, launch and after-launch. With the most inquisitive ways to engage with people trying out the filter. During the launch phase, we created stories & feed posts to direct people on how they can use the filter.
Collaborating with influencers and making the entire AR filter a contest, which helped us gain a good number of participations

Our Approach

We detailed out the filter by having the most minute element from the TVC, to give it a more realistic feel. The thought was whoever uses the filter, feels like he too is Dhoni. That feeling had to be real, which was brought out in the filter. The use of the filter was to have the person look at the camera and long hold the capture button, when the shuffling the character was displayed on screen. Upon a character being selected, the background and the face elements would appear. The look that the filter would reveal is of the person looking like the Dhoni from the TVC.

As AR filters couldn’t be promoted, and we had to make as many people try out the filter, we planned for it’s pre-launch, launch and after-launch. With the most inquisitive ways to engage with people trying out the filter. During the launch phase, we created stories & feed posts to direct people on how they can use the filter.
Collaborating with influencers and making the entire AR filter a contest, which helped us gain a good number of participations

Collaterals used

Screenshots of the background images from the video, facial elements
and the props used from the video shoot.

Results of the campaign

41K
OPENS

21.7K
CAPTURES

As our audience is mostly male, hence we had 91% of the male audience who tried out the
filter, and age ranging from 13-24.

As our audience is mostly male, hence we had 91% of the male audience who tried out the filter, and age ranging from 13-24.