EduFund, India’s first platform dedicated to helping parents plan, save, and invest for their child’s education, has introduced its latest digital campaign, “Galat Baat Hai.” The campaign features a series of digital video commercials that showcase familiar Indian parental practices of storing cash gifts in gullaks, jars, photo frames, and mattresses. While these traditions come with good intentions, they fail to keep pace with rising education costs.
The campaign centers on a young daughter who playfully questions her parents’ outdated saving methods. Each film concludes with a reminder that saving without helping money grow is insufficient in today’s financial landscape. Using humor and nostalgia, the campaign reinforces the message that saving for a child’s future should be done wisely.
Designed in-house by EduFund and produced by Basta Films, the campaign spans digital platforms, outdoor advertising, reels, memes, and WhatsApp forwards. The films are supported by a qawwali-inspired soundtrack that adds cultural depth and makes the message memorable. The approach balances humor with cultural resonance, ensuring strong engagement and shareability.
Targeting households across India, with a focus on Tier 2 and Tier 3 cities, the campaign encourages parents to move beyond traditional cash-saving methods and adopt smarter financial planning for their children’s education. EduFund positions itself as a practical, empathetic solution for families seeking both security and growth for their child’s future.
Through the “Galat Baat Hai” campaign, EduFund has reinforced its vision of making education savings a topic of daily conversation, blending cultural understanding with engaging storytelling to promote responsible and effective financial planning.
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.”
Divyansh Ganjoo, Director & 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.”
