Bandhan Mutual Fund has unveiled its new tagline – ‘Badhte Raho’ along with a two-film brand campaign.
The first film introduces the viewers to the Nema family. When the husband makes dal, his wife is sceptical, but when it turns out yummy, there is cause for a celebration, this time with firecrackers, much to the envy of the neighbours, who say the Nema family will celebrate every small thing in life, including well-made dal.
In the second TVC, a delivery executive asks the Nema family’s neighbour about the celebrations in the house. The neighbour grudgingly tells him the festive lighting is because it’s a Tuesday, for the Nema family does not need an occasion, but instead celebrate everything.
Vishal Kapoor, CEO, Bandhan AMC, said, “We often see and know people who are so concerned with building their wealth for the future that they often forget to enjoy the present. Financial security enables people to enjoy the finer things in life, without worrying about the future. Our unique proposition is to help people enjoy their money today while responsibly building wealth for tomorrow. Badhte Raho distils the essence of our attitude and promises into a simple yet powerful statement that encapsulates our values, vision, and commitment. It is a call to enjoy the present, stay positive, share joy, and explore further possibilities. It’s a nudge to learn endlessly, expand perspectives, and embrace new experiences. It urges everyone to be dynamic, push ahead, and keep evolving. It’s a reminder to transform limitations into steppingstones, and challenges into opportunities to overcome.”
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