As India celebrates 78 years of independence (or its 79th independence day depending how you see it) today, many brands are joining the fray. While linking one's brand to a such a moment of historical significance has its risks (chief among them appearing too commercial or disingenuous), one financial firm has opted to make the leap, evoking the 1940s in a brand film that ties the past desire for independence to Indian families' need for financial independence today.
The campaign urges Indians to take a minute every day, at 19:47 (or 7:47pm) to plan or act toward their future financial freedom.
While the premise sounds both risky and hokey, it's the cinematic black and white musical film by Grey India conjuring up 1940s Bollywood vibes that pulls the message off with some deadpan humour and juxtapositioning.
It becomes clear very quickly that our current concerns around credit card rejection, AI job losses and being audible on video calls are very different from the concerns of the past and this is not meant to be a serious comparison.
Instead, the film gives one pause to think of what has been gained from independence and what are the areas in our own modern lives where one can have more control over one's future.
“We wanted to take a cultural insight and turn it into behavioral change," says Harsh Kapadia, CCO of Grey India. "19:47 becomes more than a time. It becomes a trigger for action."
