Invesco Mutual Fund promotes investing as a family tradition through Diwali campaign #NayaRiwaaz
The #NayaRiwaaz film follows a father-son tradition of gifting a blue envelope every Diwali, highlighting the value of disciplined investing and long-term financial planning across generations.
The campaign film follows Aryan, who receives a blue envelope (lifafa) from his father every Diwali before the family shares sweets.
MUMBAI: Invesco Mutual Fund has launched its Diwali campaign, #NayaRiwaaz, using a family story to encourage Indian households to view investing as a tradition that can be passed on across generations.
The campaign film follows Aryan, who receives a blue envelope (lifafa) from his father every Diwali before the family shares sweets. What begins as a simple annual gesture gradually acquires deeper meaning as Aryan grows up and pursues his aspirations. Years later, he continues the tradition by gifting a similar envelope to his daughter.
The campaign draws a parallel between family traditions and long-term financial habits, highlighting the importance of starting early, staying invested and working towards financial goals over time.
Ameya Ingle, Director and Head of Marketing at Invesco Mutual Fund, said the campaign seeks to show how a small gesture, repeated with love and intent, can develop into a meaningful tradition.
He said the initiative aims to bring conversations about investing closer to how Indian families think about their dreams, their children’s futures and the values they wish to pass on to the next generation.
Developed in collaboration with Analogue Studio, the film seeks to encourage families to consider investing as part of their financial planning, positioning it as a habit that can support aspirations over the long term.
The campaign film is available here.
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