Mumbai, India – EduFund, a financial planning platform that supports parents in saving and investing for their children’s education, has introduced a new campaign titled “Galat Baat Hai”.
The campaign featured a series of digital video commercials (DVCs) portraying how many Indian parents continue to save money in traditional ways, such as gullaks, jars, photo frames, and mattresses. While these methods reflect good intentions, they do little to keep up with the increasing cost of education.
In the films, a young daughter questioned her parents’ use of these outdated practices. The storyline concluded with the reminder that saving without allowing money to grow is insufficient in today’s economic climate. Using humour and nostalgia, the campaign ended with the campaign title itself, Galat Baat Hai.
Eela Dubey, founder and CEO of EduFund, said that Indian parents would want to save for their children’s ‘best education’, hence, saving methods need to evolve.
“With ‘Galat Baat Hai’, we wanted to hold up a mirror to the traditions we’ve all grown up with, and do it in a way that makes parents smile even as they reflect. EduFund is here to make smarter saving simple, transparent, and effective for every family,” Eala added.
Moreover, the campaign was designed by EduFund’s in-house team and produced by Basta Films.
Commenting on the partnership, Divyansh Ganjoo, director and founder of Basta Films, said, “The EduFund team came in with a sharp vision and strong creative foundation, which made it easy to strike the right tone and rhythm. Our focus was to layer in nuanced humour, strong performances, and a distinct visual and musical aesthetic. The qawwali-inspired soundtrack, in particular, adds cultural depth and recall, helping the films stand out in a crowded media landscape.”
Running across digital, outdoor, reels, memes, and WhatsApp forwards, the campaign aims to engage families nationwide, particularly in Tier 2 and Tier 3 cities. By highlighting the limitations of cash-based savings, EduFund seeks to position itself as a modern financial solution for parents concerned about securing their children’s educational future.
