Delhi: A fintech platform INDmoney has launched a new campaign with the catchy tagline, “Apne Money Ko Khali Mat Bithao” (Don’t let your money sit idle), encouraging Indians to take charge of their financial future by making their money work for them.
The innovative campaign features a series of four engaging short films, set in everyday locations such as gyms, office cafeterias, and hallways. These relatable scenarios center on two characters – one who uses INDmoney to invest smartly and take control of their finances, while the other’s money remains idle, sitting passively in their bank account.
The narrative unfolds with the user of INDmoney confidently saying, “Maine apne money ko kaam par laga diya hai” (I’ve put my money to work). When asked by their friend, “Waise, tera money kya kar raha hai?” (By the way, what’s your money doing?), the second character is shocked to realize that their money is merely “sleeping.” At this moment, INDman – the superhero persona of INDmoney – appears, jolting the non-user’s idle money (symbolized by the character Moneyman) into action, urging viewers to take charge of their financial destiny.
Ashish Arya, Vice President and Chief Marketing Officer at INDmoney, commented on the campaign: “At INDmoney, our goal is to simplify personal finance and empower users to take control of their money. The idea behind this campaign was to highlight a simple yet powerful insight – we all work hard to earn money, but often forget that our hard-earned savings are sitting idle in bank accounts. With INDmoney, we aim to give users a platform that makes managing and growing their wealth easier, whether it’s investing in Indian or U.S. stocks, mutual funds, or tracking all their finances in one place. Through the introduction of INDman, we want to show that everyone has the power to take control of their finances and put their money to work.”
Dipro Ghosal, Director at Supari Studios, which conceptualized and produced the campaign, added: “The concept of this ad is to present the message of financial empowerment in a fun, light-hearted, and relatable way. We wanted to create a narrative that resonates with audiences in their everyday lives, urging them to rethink their money habits with a touch of humor.”
The campaign will be launched across multiple digital and social media platforms, with plans to reach a wide audience through both organic and paid media. The goal is to drive home the message of financial independence and active money management, helping Indians make smarter financial decisions in an accessible and engaging way.
By using humor, everyday situations, and a relatable superhero mascot in INDman, INDmoney aims to inspire people to take their first steps towards financial freedom and avoid letting their money sit idle.
Production House – Supari Studios
Director – Dipro Ghosal
Executive Producer – Bhumit Shah
Producer – Kalpit Damania
DOP – Nikunj Singh
