Home Credit India, a consumer finance company, has launched a new Independence Day campaign, titled ‘#KhudParNirbhar’, which celebrates the freedom to make one’s own financial decisions.
Built around the belief that independence is not just a collective milestone celebrated once a year, but also an everyday, personal achievement for millions of Indians, the campaign positions every individual moment of achieving financial Independence as a reflection of the India that is becoming more self-reliant.
The film features 10 protagonists across gender, age, geography and life stage. From purchasing one’s first two-wheeler and paying college fees independently to opening a business, renovating a home or making an agricultural investment, the film captures the many ways in which financial independence can show up in everyday life.
Commenting on the campaign, Ashish Tiwari, Chief Marketing & People Officer, Home Credit India said, “Independence has always been one of the most powerful ideas in the Indian imagination. But while we celebrate our collective freedom every Independence Day, there are millions of Indians experiencing their own moments of independence every single day. Whether it is buying something for the first time with their own money, starting a business, paying their education fees or making a decision for their family, these moments carry immense personal pride. With ‘#KhudParNirbhar’, we want to celebrate this everyday financial independence in a simple, honest and deeply relatable way. This Independence Day, we celebrate those who are choosing to make their own financial decisions, live on their own terms.”
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