Mumbai: EduFund, India’s first platform dedicated to helping parents plan, save, and invest for their child’s education, has launched its latest campaign, “Galat Baat Hai,” spotlighting outdated saving habits that fail to keep pace with rising education costs.
The campaign features a series of digital video commercials (DVCs) portraying the familiar Indian parental practice of storing cash gifts in gullaks, jars, photo frames, or even mattresses. While well-intentioned, these methods do little to grow wealth for a child’s future.
The “Galat Baat Hai” films feature a young daughter playfully questioning her parents’ saving methods, ending with a reminder that saving without growing the money is inadequate in today’s economic context. The campaign concludes with the punchline: “Bachon ke future ke liye paise bachana sahi baat hai… lekin sahi tarike se naa bachana…Galat Baat Hai.”
Speaking about the initiative, Eela Dubey, Founder & CEO of EduFund, said, “Every Indian parent wants to give their child the best education possible. But for that dream to become reality, the way we save has 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.”
Designed by EduFund’s in-house team and produced by Basta Films, the campaign spans digital, outdoor, reels, memes, and WhatsApp forwards, turning “Galat Baat Hai” into a phrase families can enjoy and share.
Divyansh Ganjoo, Director & Founder of Basta Films, added, “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.”
Targeting Indian households, especially in Tier 2 and Tier 3 cities, the campaign encourages risk-averse parents to move beyond cash and traditional saving methods. Through humor, cultural relevance, and actionable messaging, EduFund positions itself as an empathetic yet bold solution for parents committed to their child’s future.
