Bandhan Mutual Fund Launches New Phase of ‘Salary Wala Plan’ Campaign
India – Bandhan Mutual Fund, in collaboration with Grey India, has unveiled the second phase of its empowering ‘Salary Wala Plan’ campaign, emphasizing financial independence and the liberty to explore personal interests. Building on the success of the first phase, titled ‘Bache hamara khayal rakhenge’, which encouraged parents to seek financial self-sufficiency through investments, the new installment, ‘Mera Beta Kuch Nahin Karta’ (My Son Does Nothing), highlights individuals who are breaking away from traditional employment.
This phase introduces stories of people pursuing their passions in fields like art, music, travel, and entrepreneurship, free from the confines of regular salaries. By framing financial independence as a holistic concept rather than purely numerical, the campaign showcases the freedom to choose diverse life paths, all supported by a steady income stream.
A key feature of the campaign is the rebranding of the Systematic Withdrawal Plan (SWP) into a relatable and humanized concept—portraying it as a self-generated, salary-like income from personal savings. Harsh Kapadia, Chief Creative Officer at Grey India, emphasized the campaign’s focus on real-life benefits, stating, “It’s not about financial products; it’s about what those products enable in real life.”
Vishal Kapoor, CEO of Bandhan AMC, noted the evolving preferences of investors, who increasingly seek flexibility in their financial journeys. “Many want the choice to retire early, take a break, or chase their dreams,” he said. Emphasizing the significance of building a reliable income strategy, Kapoor expressed the campaign’s goal: to illustrate how a systematic withdrawal plan can transform long-term investments into a consistent income source. The ‘Salary Wala Plan’ aims to empower investors to take control of their finances and future on their own terms.
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