Bandhan Mutual Fund, in collaboration with Grey India, has unveiled a powerful new initiative titled ‘Freedom at 19:47’, aiming to turn 7:47 PM-symbolic of the year 1947, when India gained political freedom-into a daily reminder for achieving financial independence.
The campaign reframes a timeless question-“When is the right time to invest?”-with a bold, behavioral nudge: start at 19:47. This precise time becomes a national trigger for action, encouraging every Indian to take small, consistent steps toward securing their financial future.
Vishal Kapoor, CEO, Bandhan AMC, explained: “Many delay investing because they’re unsure when to start. ‘Freedom at 19:47’ turns hesitation into habit by connecting it to a moment that already lives in the hearts of Indians.”
Harsh Kapadia, CCO, Grey India, added, “We tapped into a deep cultural insight and turned it into a behavioral cue. 19:47 isn’t just a time-it becomes a symbol, a call to reclaim personal financial freedom.”
At the core of the campaign lies a truth: while India won political independence in 1947, millions still grapple with financial constraints, from debt to job instability. ‘Freedom at 19:47’ addresses this through a repeatable daily ritual, backed by compelling storytelling and a digital-first rollout.
The launch film features relatable characters frozen in financial struggles-until 19:47 strikes and change begins. With humour and symbolism, the film urges viewers to take that first step daily-toward their own financial freedom.
