Bandhan Mutual Fund, in collaboration with Grey India, has launched Freedom at 19:47, a campaign turning 7:47 PM into a symbolic daily reminder to invest and work towards financial independence. Inspired by the year of India’s independence, the initiative aims to transform hesitation into consistent action, addressing challenges like debt, job uncertainty, and lack of long-term planning.
Through powerful storytelling, a cinematic brand film, and a digital-first approach, the movement seeks to make financial freedom a daily habit nationwide. Bandhan MF CEO Vishal Kapoor and Grey India CCO Harsh Kapadia said the campaign blends cultural symbolism with actionable change, embedding the spirit of independence into everyday life.