Mumbai: Bandhan Mutual Fund, in collaboration with Grey India, has unveiled the second edition of its widely appreciated campaign, ‘Salary Wala Plan’, continuing its mission to demystify financial products and connect them with real-life aspirations.
At the heart of this campaign is the innovative reframing of the Systematic Withdrawal Plan (SWP)—a traditionally technical investment tool—into something instantly relatable: a “salary” that comes from your own investments. The fresh phase of the campaign shifts focus from retirees and parents to a new audience—individuals looking to break free from the conventional 9-to-5 work life.
Whether it’s exploring a passion for art, music, or travel, or launching a passion project, this phase of the campaign celebrates the freedom to pursue dreams without being tied down by societal or familial expectations of earning a traditional salary.
“With ‘Salary Wala Plan’, we’ve taken something as technical as SWP and given it a human voice — one that speaks directly to the end benefit: the comfort of receiving a consistent monthly income. It’s not about financial products, it’s about what those products enable in real life. And that’s what makes the idea stick,” said Harsh Kapadia, Chief Creative Officer, Grey India.
“Investors today are increasingly looking beyond conventional retirement timelines. Many want the flexibility to retire early, take a pause, or follow their dreams. That kind of choice requires foresight and a reliable income strategy. Through this campaign, we want to show how a Systematic Withdrawal Plan could turn long-term investments into a regular, salary-like income. The ‘Salary Wala Plan’ makes this idea accessible and relevant to investors who are ready to take control of their time, goals, and income—on their own terms,” said Vishal Kapoor, CEO, Bandhan AMC.
The second edition of the campaign reinforces a growing cultural sentiment around life design, personal freedom, and purpose-driven living, enabled through smart financial planning. It aims to inspire individuals to view financial tools like SWPs not just as investment mechanisms, but as gateways to a lifestyle of choice, security, and self-determination.
Building on the success of the first leg—which resonated strongly with retirees and parents—the new chapter extends the campaign’s relevance to a younger, aspiration-driven audience.
The campaign will roll out across digital, print, social media, and OTT platforms, with compelling stories that make the emotional and practical benefits of the “Salary Wala Plan” resonate across life stages.
