ACCA’s latest campaign, celebrates the resilience of small business owners and the generational legacy they create.
Mumbai, 3 January 2025: ACCA (the Association of Chartered Certified Accountants), a globally recognised professional accountancy body providing qualifications and advancing standards in accountancy worldwide, has partnered with Schbang to launch its newest integrated campaign, ‘#SapnoKeShutter’. This campaign aims to highlight the importance of having the financial acumen to run a business sustainably, whether you are managing a small enterprise or working within a company.
Celebrating the backbone of India’s economy—family-owned businesses—this campaign recounts the tale of the dreamers behind small businesses, capturing their tenacity, achievements, and the critical role financial expertise plays in their path to success.
#SapnoKeShutter is a tribute to all entrepreneurs who have the courage to dream, develop, and succeed. The short clip masterfully illustrates the emotional bond small business owners have with their companies—seeing them as sites of purpose, reverence, and generational identity—by employing the metaphorical ‘shutter’ as a creative method.
While showcasing the assistance that financial acumen offers to safeguard their legacy, the film recounts the hardships and triumphs of entrepreneurs throughout India.
Family-run businesses form the backbone of India’s economy, contributing significantly to the country’s GDP and employing millions. However, the sustainability of these businesses is a growing concern. Studies reveal that only 13% of family businesses survive to the third generation, and a mere 4% make it beyond that point.
Pooja Seth, Regional Head of Marketing – India & Africa, ACCA said, “#SapnoKaShutter is our way of giving back to the community of small business owners who have been the key contributors to India’s growth story. It’s our commitment to be partners in their resilience, passion and hard work by empowering them with financial knowledge and professional skills. With this integrated campaign, we reaffirm this partnership and commitment.”
Varsha Rohani, Associate Vice President – Brand Solutions, Schbang expressed, “We began the ACCA project with primary research, conducting one-on-one conversations with entrepreneurs across Tier-2 India.”
In one of our conversations with a businessman from Jaipur, we asked him about the shop’s closing time, saying, “Dukaan kab band hoti hai?” He immediately got offended and corrected us, saying, “Shutter kab badhta hai.”
This incident made us realise how deeply emotional and significant the “shutter” is to business owners. In several other conversations, we noticed similar sentiments, which inspired us to craft “SapnoKeShutter”—a campaign that beautifully showcases the dedication and hard work of Indian business owners to keep their shutters up and businesses running.
This campaign allows ACCA to emotionally connect with an audience that has grown up in family businesses or dreams of starting one. To amplify its impact, we are collaborating with regional influencers to share the inspiring stories of entrepreneurs from Bharat.”
By addressing these challenges, #SapnoKeShutter not only celebrates the resilience of entrepreneurs but also emphasises the vital role of financial expertise in ensuring their dreams endure for generations. Through this campaign, ACCA aims to inspire a future where businesses are not just built to survive but thrive, securing their legacy in India’s vibrant economic landscape.
