Stable Money launches ‘Badhte Jao’ national campaign for fixed deposits

Stable Money announced on 16 September the launch of Badhte Jao, a national brand campaign built around fixed deposits. Stable Money launched Badhte Jao, a national brand campaign for the Fixed Deposit.

The idea is that Indians hold many kinds of investments, but it is still the FD that majorly supports milestones like weddings, school fees, and the first home, growing in the background and being there when the family needs it. About 95% of Indian households keep bank FDs as a primary savings vehicle, according to SEBI, yet the instrument reads as predictable and traditional.

The film is set in Sambhar, Rajasthan. Faujdaar is a warm, dependable young man whose name a young girl shortens to “FD.” They meet at a railway crossing. He keeps growing through the film, an endearing metaphor for the way an FD compounds, and he is no superhero.

Saurabh Jain, Co-founder of Stable Money, said: “Fixed deposits have been the backbone of Indian savings for generations, but somewhere along the way they stopped being part of the conversation. Badhte Jao is our way of changing that. We want Indians to see their FD the way they see a trusted friend – always there, always working, always showing up when you need it.”

Krishan Jagota, Founder of creative agency Fluid, said the film was built around a simple thought: “An FD grows predictably, so what if we made that a person who keeps growing? That is where Badthe Jao came from.” Director Vijay Sawant of Hungry Films said the team shot Badhte Jao through the monsoon in Rajasthan because we wanted the real thing: the lanes, the faces, the buildings.

The campaign runs nationally on television, digital and cinema, including Kaun Banega Crorepati, which Stable Money sponsors. Stable Money, founded in 2022, has built a user base of over 60 lakh customers and facilitated more than INR 7,000 crore in investments.

Source: Stable Money (press release via VMPL)