HDFC Mutual Fund has launched an investor education campaign titled '#BarniSeAzadi' (freedom from storage containers), to highlight the benefits of investing in mutual funds. Conceptualised by The Womb, the film takes on a deep-rooted Indian practice with regard to saving money.
The film talks about how Indians traditionally save their money in lockers and jars, which are actually meant for storing food. It showcases several women holding up jars of rice, with money buried in them. With the voiceover going on in the background, the film aims to tell people that their money wouldn’t grow in jars, but would, in mutual funds.
The campaign will be rolled out on TV, social media and digital over the next few weeks.