HDFC Asset Management Co. Ltd., investment manager to HDFC Mutual Fund, has announced the launch of the fifth edition of its ‘#BarniSeAzadi’ campaign, aimed at promoting financial independence among women. The initiative was launched on the eve of Independence Day.
This year’s campaign includes a film titled Sapne Karo Aazad, which follows the story of a young woman influenced by her mother’s practice of saving money in a jar. The woman later opts to invest through Systematic Investment Plans (SIPs) and uses the returns to help realise her mother’s aspiration of opening a boutique. The film contrasts traditional saving habits with investment as a means to achieve financial goals.
Commenting on the campaign, Mr. Navneet Munot, MD & CEO of HDFC Asset Management Company, said, “Over the past four years, 'Barni Se Azadi' has evolved from a campaign into a social movement, symbolizing freedom from traditional savings habits that often limit wealth creation. Launched in the year of Azadi ka Amrit Mahotsav, we reimagined the Barni (traditional storage jar) as a powerful symbol of change, inspiring women across India to achieve financial independence through informed, long-term investing. Goes without saying that true financial independence comes when your money works as hard as you do.”
To support the campaign, HDFC Mutual Fund will organise 79 street theatre performances (Nukkad Nataks) across various locations to coincide with India’s 79th Independence Day. These performances aim to engage local communities with the campaign’s message.
The company stated that it remains committed to raising awareness and enabling more women to understand and participate in investment planning.
