Marking a significant milestone, Bandhan AMC Limited—one of India’s foremost asset management companies—celebrates 25 impactful years in the mutual fund industry. The journey has been defined by a strong foundation of trust, forward-thinking innovation, and a consistent mission: to empower everyday savers to evolve into confident, goal-driven investors.
To honour this legacy and engage meaningfully with its investor community and partners, Bandhan AMC has unveiled a nostalgic new campaign in collaboration with creative agency TBWA\India. Titled ‘Raju Bhaiya Ki Kahani’, the campaign centres around a music-driven animated short film that captures the emotional and financial evolution of the common Indian.
The film follows the story of Raju, a relatable character whose financial habits mirror those of countless Indian households. From stashing away coins as a teenager to gradually learning the power of systematic investing, Raju’s journey is brought to life through an evocative jingle and charming visuals.
At its core, the story underscores a timeless investing principle—consistency and patience pay off over time. Even amid life’s uncertainties, regular and mindful investments can pave the way to a brighter financial future. With this campaign, Bandhan AMC not only celebrates a quarter-century of excellence but also reaffirms its commitment to nurturing a nation of disciplined investors—one Raju Bhaiya at a time.
“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.”
Govind Pandey, CEO, TBWA\India, added: “Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould. 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. We’re grateful to have partnered with Bandhan Mutual Fund as their creative agency. And proud to have brought this milestone to life in a way that celebrates not just a brand, but a movement.”
Russell Barrett, Chief Creative Experience Officer, TBWA\India, added: “We aimed to avoid the trap of creating just another self-congratulatory ad or case film for a 25-year-old brand. We created an immersive experience chronicling the 25-year journey of Indian investors, starting with print and culminating in a film. The familiar ‘Gullak’ (piggy bank) 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 ”
The film is available on digital channels and was further promoted through print advertisements in the Times of India and Economic Times. These ads encouraged viewers to watch the film by scanning a QR code prominently displayed on the ‘Gullak’ (Piggy Bank).
