August 14 2025, Mumbai: Bandhan Mutual Fund, in partnership with Grey India, launched a campaign – ‘Freedom at 19:47’, a bold call-to-action that aims to redefine how we think about money, freedom, and the power of daily action. Mirroring the year of India’s independence, the campaign turns 19:47 (7:47 PM) int
Vishal Kapoor, CEO, Bandhan AMC said, “When’s the right time to invest? is a questo a symbolic daily reminder to make consistent efforts toward investing and achieving financial freedom.
ion many ask, and often the reason for delay in getting started with their investments. Bandhan Mutual Fund’s campaign redirects this dilemma into action, using the symbolic 19:47, a year etched in every Indian’s heart, as a daily reminder to take consistent steps towards financial freedom.”
Harsh Kapadia, CCO of Grey India added, “We wanted to take a cultural insight and turn it into behavioral change. 19:47 becomes more than a time. It becomes a trigger for action. This is Famously Effective work with purpose at its core.”
‘Freedom at 19:47’ is built on a striking truth. Political freedom came in 1947, yet millions still face the constraints of financial insecurity. Debt burdens, job uncertainty, and lack of long-term planning continue to shape daily life. This movement transforms that reality into action by creating a simple, repeatable ritual that has the potential to spark lasting change. Through powerful storytelling and a digital-first approach, ‘Freedom at 19:47’ aims to scale into a movement that reaches every corner of the country, making financial freedom a daily habit and embedding the spirit of independence into the national routine for generations to come.
The campaign launches with a cinematic brand film that freezes time. Modern characters are shown trapped in everyday financial dilemmas until they choose to break free. With a mix of humour and cultural symbolism, the film calls on viewers to begin their journey toward financial independence at the very moment the clock strikes 19:47.
