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

Stable Money has launched "Badhte Jao," a national brand campaign built around fixed deposits. The campaign argues that while Indians hold many kinds of investments, it is the FD that quietly supports milestones like weddings, school fees and a first home — compounding in the background and available when a family needs it. Stable Money cites SEBI data showing that around 95% of Indian households keep bank FDs as a primary savings vehicle, even though the instrument is often seen as predictable and old-fashioned.

The campaign's film is set in Sambhar, Rajasthan, and centres on a character named Faujdaar, whom a young girl nicknames "FD." The two meet at a railway crossing, and Faujdaar visibly grows over the course of the film — a metaphor for how a fixed deposit compounds over time.

Saurabh Jain, Co-founder of Stable Money, said, "Badhte Jao is our way of bringing the FD back into the conversation, the way you'd think of a trusted friend who's always there."

Krishan Jagota, Founder of creative agency Fluid, said the film began with a simple idea: what if an FD's predictable growth were represented as a person who keeps growing. Director Vijay Sawant of Hungry Films said the team shot on location through the monsoon in Rajasthan to capture the real lanes, faces and buildings rather than a studio recreation.

The campaign runs nationally across television, digital and cinema, including a sponsorship of Kaun Banega Crorepati. Stable Money, founded in 2022, says it 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.