Investment platform Dhan has launched ‘Dhan Ki Bhasha’, a campaign exploring how money is understood, used and associated with traditions across different parts of India.
The campaign draws on everyday financial customs, from giving Rs 101 as shagun and exchanging envelopes at weddings to buying gold on Dhanteras and opening new account books after Lakshmi Puja. It looks at how these practices vary across regions while reflecting similar ideas around saving, security, aspirations and family.
According to the brand, the idea emerged from its interactions with traders and long-term investors across India over the past five years. The company says it has conducted more than 50,000 in-person conversations and over five lakh online interactions during this period.
These interactions highlighted regional differences in languages, festivals, food and financial customs, while also pointing to similarities in what people associate with money. The campaign focuses on goals such as funding education, buying a home and starting a business rather than treating wealth accumulation as its central theme.
Dhan spent around a year and a half developing Dhan Ki Bhasha. More than 1,000 people were involved in the project, which was filmed across 15 states using four film crews. The shoot took 45 days, followed by approximately six months of editing and post-production.
The film uses regional traditions and everyday practices involving money to depict how financial habits and beliefs are passed between generations. It also attempts to capture the linguistic and cultural diversity surrounding money across India.
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Dhan Ki Bhasha is based on observations gathered through the company’s interactions with investors and traders and uses those experiences to examine the relationship between money, culture and everyday life in India.
