Poet Priya Malik reminds us about “Bachpan Waali Diwali” in Edelweiss Mutual Fund film

New Delhi: Edelweiss Mutual Fund has released a digital film titled, “Bachpan Waali Diwali”. This campaign seeks to bring back childhood memories of celebrating the festival with simplicity and meaningful connections.

The film seeks to display recollections of Diwali before the advent of forward messages and extravagant festivities. It takes one back to a time when family time, homemade sweets, handcrafted home décor, and the custom of lighting diyas and doing Lakshmi puja at home were the spirit of Diwali. It also aims to encourage one to think about the real meaning of prosperity and whether that only means money. 

Radhika Gupta, MD and CEO, Edelweiss Mutual Fund, said: “Usually one is asked to start an investment during Diwali. We are urging people to think if investing should only be in money. Is prosperity only related to money? We want to bring your attention to the simple things we did during Diwali. Remember the ‘Bachpan waali Diwali’.”

Saloni Surti, Co-founder and Creative Director, Punctuate Productions, said, "Diwali is a time of abundance, and this campaign encourages us all to look beyond monetary wealth and embrace the priceless joys that make life truly meaningful. Priya Malik beautifully brings this message to life with grace and sincerity. We’re grateful to Edelweiss Mutual Fund for inviting us to be part of such a heartfelt campaign," 

The campaign film can be found on Edelweiss Mutual Fund’s digital and social media platforms. 

The campaign film: