Bandhan MF unfolds ‘Salary Wala Plan’ campaign

Bandhan Mutual Fund, in partnership with creative agency Grey India, has launched the second phase of its widely resonant campaign, ‘Salary Wala Plan’. This fresh edition continues the brand’s mission to demystify complex financial instruments—specifically the Systematic Withdrawal Plan (SWP)—by reframing it as a “salary” drawn from one’s own investments, making the concept both relatable and emotionally impactful.

Building on the success of its debut chapter, which reimagined retirement by encouraging parents to achieve financial independence rather than depend on their children, the new phase expands its narrative to a broader, younger audience. This time, the campaign speaks to individuals looking to break free from the rigidity of a traditional 9-to-5 work life—those dreaming of flexibility, purpose-driven pursuits, or early retirement.

With relatable storytelling and a fresh creative lens, Bandhan Mutual Fund continues to position financial planning not just as a technical necessity, but as a powerful enabler of self-reliance and lifestyle freedom.

The second phase of the campaign showcases stories of those who aspire to pursue their passions — whether it’s art, music, travel, or entrepreneurship — without being weighed down by societal norms or the pressure of earning a traditional salary. At its core, the campaign champions financial independence as a gateway to personal freedom.

“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.

Vishal Kapoor, CEO, Bandhan AMC, added, “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 aim to show how a Systematic Withdrawal Plan can transform long-term investments into a regular, salary-like income. The ‘Salary Wala Plan’ makes this idea tangible and empowering for investors ready to take control of their time, goals, and income — on their own terms.”