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HomeThink TankCampaign Dissection1% Club launches 'The Great Escape' campaign on financial literacy

1% Club launches ‘The Great Escape’ campaign on financial literacy

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Are you tired of feeling like memes are the only relatable things that understand the struggles of your work life? Do you feel like nobody truly comprehends the constant battle between living life and working hard for money? Well, what if I told you that someone not only heard your complaints but also came up with a solution—a fun one? The answer lies in the latest ad campaign from 1% Club! Conceptualized by Bare Bones Collective, the campaign features digital stars Finance with Sharan Hegde and Viraj Ghelani.

1% Club: ‘The Great Escape’ campaign

The film portrays the plight of the country’s working population. Many find themselves stuck in jobs they dislike because financial obligations like EMIs and lifestyle expenses dictate their choices. In this way, money ends up controlling them, trapping them in a vicious cycle where they work for money that fails to liberate them, further entangling them due to their lack of financial knowledge.

Sharan Hegde & Viraj Ghelani- Unlocking the Doors to Financial Freedom

The only way out is to understand how money works. In 1% Club’s “The Great Escape,” Sharan and Viraj find themselves in a familiar corporate setting filled with unexpected comedic twists. Playing the roles of harrowed colleagues, they stumble upon the secret of an exclusive club. What is this club? How does one gain entry? The campaign leaves us pondering over such intriguing questions!

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Empowerment Through Education

Co-founded by Sharan Hedge and Raghav Gupta, the ‘1% Club’ is an exclusive community that empowers individuals through The Money School. Recognizing the gap left by traditional education systems in teaching financial literacy, The 1% Club created the Money School with the help of India’s top finfluencers. The school covers topics ranging from early retirement planning to tax-saving strategies, credit card hacks, stock market investment, and everything else related to money. Additionally, they provide proprietary tools and host networking events to offer a unique membership experience.

Spreading the Message Far and Wide

The campaign is currently live on 1% Club’s social media platforms, including Instagram and LinkedIn.

Insights from the Creators

Discussing the campaign, Girish Narayanndass, co-founder, and chief creative officer of Bare Bones Collective, stated, “1% Club is a fantastic platform dedicated to helping individuals achieve financial freedom. To convey this message, we tapped into a larger insight—that working for money all your life can make you feel trapped. Our aim was to make the campaign as unique as the product itself. Sharan and Viraj have a great chemistry on screen, and their comedic timing is delightful to watch.”

Sharan Hedge, co-founder of 1% Club, added, “The 1% Club has primarily focused its marketing budget on performance marketing so far. However, after two years, we felt it was time to create a more professional communication with the world. Many perceive us solely as a course company. This campaign is our way of asserting that we are here to stay, to build a brand, and to not just teach finance but also launch financial services. The film beautifully captures the essence of the current working-class population. It serves as a representation of how the 1% Club can offer a solution to the problem. Nearly 50,000 members of our community can attest to the positive change it has brought in their financial planning and understanding of money. I hope the brand film reaches as many people as possible and becomes a beacon of hope for millions of individuals across the country, showing them that life doesn’t have to be a cycle of struggle.”

Raghav Gupta, co-founder of 1% Club, added, “The 1% Club is spearheading a revolution in India through financial freedom. Every Indian deserves to attain this freedom, and this brand film is striking the chord necessary to further deliver our message.”


With its innovative approach and commitment to financial literacy, 1% Club’s ‘The Great Escape’ campaign is poised to make a significant impact, liberating individuals from the chains of financial uncertainty and empowering them to take control of their financial futures.

Campaign Credits: 

Brand: 1% Club.

Creative Agency: Bare Bones Collective.

Writers: Girish Narayandass, Rahul Nair. 

Management Team: Swati Dua, Natasha Neroy.

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