Mumbai: Are you tired of feeling like cartoons are the only relatable way to understand your job’s challenges? Do you feel that no one truly grasps the ongoing struggle between living well and achieving financial success? What if I told you there’s a fun and engaging solution? The answer lies in the 1% Club’s latest campaign, “The Great Escape,” featuring modern stars Finance, Sharan, and Viraj Ghelani, conceptualized by Bare Bones Collective.
The campaign highlights the plight of government workers who often feel trapped in jobs they dislike due to financial obligations like EMIs and living expenses. These financial pressures dictate their choices, leading to a cycle where earning more money doesn’t free them but entangles them further due to a lack of financial literacy. Understanding how money works is crucial. In “The Great Escape,” Sharan and Viraj navigate a plush business office filled with comic twists, portraying harried coworkers who uncover the secrets of an exclusive club. This intriguing narrative leaves us wondering, what is this club, and how can we join?
The 1% Club is an elite community offering The Money School, designed to fill the educational gap left by traditional schools regarding financial literacy. With the help of India’s leading influencers, the 1% Club educates members on early retirement planning, tax-saving strategies, credit card hacks, stock market investing, and other financial topics. They also provide exclusive tools and host networking events to enhance financial knowledge.
The campaign is live on 1% Club’s social media platforms, including Instagram, YouTube, and LinkedIn. Girish Narayanndass, co-founder and Chief Creative Officer of Bare Bones Collective, described the campaign as a “great program that is all about helping you reach financial freedom.” He emphasized that their goal was to create a campaign as unique as the product itself, tapping into the insight that many people feel trapped in their financial situations.
Sharan Hegde, co-founder of the 1% Club, shared, “We’ve primarily focused on performance marketing, and it felt like the right time to establish a professional communication with the world. We want to build a brand that not only educates about finance but also offers financial services. The film captures the essence of the working-class struggle, and the 1% Club aims to provide a solution, as evidenced by the positive changes seen by our nearly 50,000 members.”
Co-founder Raghav Gupta added, “Every Indian deserves financial freedom, and this campaign effectively communicates our message. We hope the new film reaches and inspires millions, showing that life doesn’t have to be a constant financial struggle.”