Mumbai: Bandhan AMC Limited, an asset management company, is celebrating 25 years of empowering savers to become investors with a special campaign crafted by TBWA\India. The commemorative initiative centers around ‘Raju Bhaiya Ki Kahani’, a nostalgic and music-led animated film that encapsulates the emotional journey of an ordinary Indian through the lens of consistent and patient investing.
The film, available here, traces Raju’s transformation from a young saver to a disciplined investor, capturing the essence of Bandhan’s message: through persistence and resilience, dreams can be turned into financial reality.
“As we mark 25 years, we are proud of our role in helping millions transition from savers to investors,” said Vishal Kapoor, CEO, Bandhan AMC. “From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity. We are deeply grateful to all stakeholders for their enduring trust and support and remain focused on empowering investors and redefining what’s possible.”
The campaign, conceptualized by TBWA\India, takes a refreshingly emotional route to commemorate the milestone, avoiding typical self-congratulatory tones.
“Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould,” said Govind Pandey, CEO, TBWA\India. “As ‘The Disruption® Company,’ we embody a mindset of creation over destruction, and our goal was to speak to the nation’s living room, not just the boardroom, celebrating the deep cultural transformation Bandhan Mutual Fund has driven from saving to investing. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed.”
Accompanying the digital film is a unique newspaper activation linked here, which reimagines the traditional ‘Gullak’ (piggy bank) as a symbol of evolving investment habits. A print advertisement featuring the Gullak and a QR code allowed readers of The Times of India and The Economic Times to seamlessly transition from the ad to the film—bridging old-school nostalgia with modern storytelling.
“We aimed to avoid the trap of creating just another self-congratulatory ad or case film for a 25-year-old brand,” added Russell Barrett, CCEO, TBWA\India. “We created an immersive experience chronicling the 25-year journey of Indian investors, starting with print and culminating in a film. The familiar ‘Gullak’ served as our entry point, reimagined as the genesis of an investing habit, seamlessly transitioning from print to an AR experience and an emotional digital film, transforming a simple ad into a Bandhan Mutual Fund brand experience.”
With this campaign, Bandhan Mutual Fund not only celebrates its legacy but also reaffirms its commitment to building financial confidence across generations—reminding Indians that with the right habits and guidance, long-term goals are always within reach.
