MUMBAI: Bandhan Mutual Fund has launched the next phase of the Badhte Raho campaign which expands beyond the initial focus on celebrating life’s simple moments. The new campaign takes the philosophy further by encouraging individuals to live boldly in the present. It urges people to move from “One day, I will” to “Today, I can,” showcasing how financial security enables individuals to realise dreams in the present and learn from mistakes. The campaign highlights that mistakes are not failures; they are lessons that facilitate growth. To introduce the concepts, Bandhan Mutual Fund launched two new brand films—Mistake and Dreams.
Vishal Kapoor, CEO, Bandhan AMC, said, “When we launched Badhte Raho last year, it encouraged people to celebrate every moment and find joy in the small things. This year, we’re taking it a step further. The new campaign inspires people to act boldly in the present, pursue their dreams, and view mistakes not as setbacks but as stepping stones to greater growth. Financial security gives people the confidence to dream big and move forward without hesitation.”
Rooted in the principles of celebrating joy, confidently facing challenges, learning from mistakes, and embracing progress, Badhte Raho inspires individuals to enrich their lives every day. It looks to reflect Bandhan Mutual Fund’s commitment to helping people not only prepare for the future but also live fully today. By empowering individuals to act confidently in the present, Badhte Raho aims to reinforce the belief that financial security is the foundation for living a fulfilling life.
The Nema Family Returns with New Stories
The campaign features the return of the Nema family—Mr and Mrs Nema, their children Neo and Nia, and their dog Panda. This time, the family’s stories focus on how financial security empowers individuals to rediscover dreams and learn from setbacks.
In the first TVC, Mistake, Neo’s business venture hits a bump, but he turns the setback into a fresh start. The film illustrates that mistakes aren’t failures—they’re opportunities to learn, grow, and move forward stronger.
In the second TVC, Dreams, Mrs Nema’s story celebrates how financial security enables us to pursue our dreams without waiting for “someday.”
Taking an integrated media approach, the campaign will span both online and offline channels to maximise reach and engagement.
The highlights include:
TV Airing: Across General News/Business News/Regional News and Content/GEC OOH Visibility: Across 500+ premium sites in 23 cities
Digital Presence: Social Media, News Portals, Rich Media Formats in In-Shorts, OTT in CTV Print Media: Outlook, Business Today
Mistake –
Dreams –
