diff --git a/frappe/__init__.py b/frappe/__init__.py
index 6424dcd9b5..1ee5db416b 100644
--- a/frappe/__init__.py
+++ b/frappe/__init__.py
@@ -290,7 +290,7 @@ def log(msg):
 
 	debug_log.append(as_unicode(msg))
 
-def msgprint(msg, title=None, raise_exception=0, as_table=False, indicator=None, alert=False):
+def msgprint(msg, title=None, raise_exception=0, as_table=False, indicator=None, alert=False, primary_action=None):
 	"""Print a message to the user (via HTTP response).
 	Messages are sent in the `__server_messages` property in the
 	response JSON and shown in a pop-up / modal.
@@ -299,6 +299,7 @@ def msgprint(msg, title=None, raise_exception=0, as_table=False, indicator=None,
 	:param title: [optional] Message title.
 	:param raise_exception: [optional] Raise given exception and show message.
 	:param as_table: [optional] If `msg` is a list of lists, render as HTML table.
+	:param primary_action: [optional] Bind a primary server/client side action.
 	"""
 	from frappe.utils import encode
 
@@ -338,6 +339,9 @@ def msgprint(msg, title=None, raise_exception=0, as_table=False, indicator=None,
 	if alert:
 		out.alert = 1
 
+	if primary_action:
+		out.primary_action = primary_action
+
 	message_log.append(json.dumps(out))
 
 	if raise_exception and hasattr(raise_exception, '__name__'):
diff --git a/frappe/public/js/frappe/ui/messages.js b/frappe/public/js/frappe/ui/messages.js
index f804648834..26bee50f18 100644
--- a/frappe/public/js/frappe/ui/messages.js
+++ b/frappe/public/js/frappe/ui/messages.js
@@ -122,8 +122,34 @@ frappe.msgprint = function(msg, title) {
 
 		// setup and bind an action to the primary button
 		if (data.primary_action) {
-			frappe.msg_dialog.set_primary_action(__(data.primary_action.label || "Done"),
-				data.primary_action.action);
+			if (data.primary_action.server_action && typeof data.primary_action.server_action === 'string') {
+				data.primary_action.action = () => {
+					frappe.call({
+						method: data.primary_action.server_action,
+						args: {
+							args: data.primary_action.args
+						}
+					});
+				}
+			}
+
+			if (data.primary_action.client_action && typeof data.primary_action.client_action === 'string') {
+				let parts = data.primary_action.client_action.split('.');
+				let obj = window;
+				for (let part of parts) {
+					obj = obj[part];
+				}
+				data.primary_action.action = () => {
+					if (typeof obj === 'function') {
+						obj(data.primary_action.args);
+					}
+				}
+			}
+
+			frappe.msg_dialog.set_primary_action(
+				__(data.primary_action.label || "Done"),
+				data.primary_action.action
+			);
 		}
 
 		// class "msgprint" is used in tests