HDFC Mutual Fund, through its Investor Education and Awareness Initiative, has released two films capturing its on-ground activations at the 2026 Magh Mela in Prayagraj. Built around the ‘Barni Se Azadi’ idea and a culturally rooted Diya Floating activity, the films highlight the need to move beyond traditional savings towards informed, long-term investing.
The first film documents the ‘Barni Se Azadi’ installation at the Mela. Set against the backdrop of one of India’s largest religious gatherings, the activation used a giant barni symbolising household savings practices. Visitors selected personal dreams through a digital interface, triggering visual clouds rising into the sky — a metaphor for aspirations set free through investing. The film captures real interactions, showing how simple, relatable storytelling can open conversations about financial awareness.
Watch the campaign here:
The second film focuses on the Diya Floating activity organised on Maghi Purnima. Participants floated diyas carrying dreams like owning a home, buying a vehicle, or securing a child’s education. The ritual concluded with a message revealed on ceremonial plates: “Nitya Nivesh Karoon. Swapna Satya Karoon.” The film blends cultural tradition with financial learning, reinforcing the idea that disciplined investing can turn hopes into reality.
The on-ground initiative ran from January 12 to February 15, 2026, and included nukkad nataks, an AI-enabled photo booth, the Barni installation and diya-floating engagements across multiple Mela locations.
Through these films, HDFC Mutual Fund extends investor education beyond conventional platforms, using community spaces and cultural moments to encourage thoughtful financial participation across India.
The other film:
