Bandhan Mutual Fund Launches ‘Salary Wala Plan’ Campaign Phase II: A Pathway to Financial Independence
Mumbai, India – Bandhan Mutual Fund, in collaboration with Grey India, has unveiled the second phase of the ‘Salary Wala Plan’ campaign, emphasizing themes of financial independence and the pursuit of personal passions. This new initiative follows last phase’s impactful message, ‘Bache hamara khayal rakhenge’, which encouraged parents to rely on their investments, rather than their children, for monthly income.
The latest installment, titled ‘Mera Beta Kuch Nahin Karta’ (My Son Does Nothing), showcases individuals who choose to break free from traditional employment norms. It highlights stories of those dedicating themselves to their passions—ranging from art and music to travel and entrepreneurship—without succumbing to societal expectations tied to a regular paycheck.
At the core of this campaign is a reimagining of the Systematic Withdrawal Plan (SWP), presented as a relatable investment strategy that provides a consistent income stream akin to a salary. Harsh Kapadia, Chief Creative Officer at Grey India, remarked, “We’ve taken the technicality of SWP and given it a human voice, focusing on the tangible benefits it brings: the peace of mind from a steady monthly income.”
Vishal Kapoor, CEO of Bandhan AMC, emphasized the evolving investment landscape, noting that modern investors seek flexibility. Many aspire to retire early, take breaks, or chase dreams, necessitating a reliable income strategy.
“This campaign aims to demonstrate how a systematic withdrawal plan can transform long-term investments into a regular, salary-like income, empowering individuals to take control of their time and financial goals,” Kapoor stated.
With the ‘Salary Wala Plan’, Bandhan Mutual Fund is making strides towards redefining financial freedom and encouraging individuals to pursue their true passions.
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