andhan Mutual Fund is celebrating a major milestone — 25 years in the Indian mutual fund industry. To commemorate the occasion, Bandhan AMC has launched a heartfelt campaign titled ‘Raju Bhaiya Ki Kahani’, conceptualised by TBWA\India.
The campaign isn’t just a corporate celebration; it’s a relatable, music-led journey through the lens of a common investor.
Bandhan Mutual Fund
A Story That Resonates: The Journey of ‘Raju Bhaiya’
The film follows the story of Raju, an everyman character, who starts his financial journey as a teenager, saving coins in a gullak (piggy bank), and gradually evolves into a consistent investor. Using nostalgic visuals, warm music, and animation, the campaign emphasizes the importance of patience and persistence in wealth creation through mutual funds.
The message is clear: true financial growth comes with discipline, not shortcuts.
A Celebration of Investors, Not Just the Brand
Vishal Kapoor, CEO of Bandhan AMC, expressed pride in the company’s journey — from ANZ Grindlays to Bandhan AMC — and emphasized its commitment to innovation and investor empowerment. “We are proud of our role in helping millions transition from savers to investors,” he said.
Govind Pandey, CEO of TBWA\India, described the campaign as a departure from typical brand-led milestone ads. Instead, ‘Raju Bhaiya Ki Kahani’ seeks to speak to every household, not just corporate boardrooms.
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A Campaign That Goes Beyond Digital
The campaign film is being showcased on digital platforms and has been creatively extended into print and AR experiences. Full-page ads in The Times of India and The Economic Times featured a prominent gullak visual with a QR code, allowing readers to access the film directly — merging traditional media with digital storytelling.
Russell Barrett, CCEO at TBWA\India, noted that the gullak served as a metaphor for the birth of investing habits — a cultural cue that many Indians relate to. The journey from saving loose change to making disciplined investments was reimagined as an immersive experience, not just a one-off film.
Closing Thoughts: More Than a Campaign — A Cultural Tribute
In ‘Raju Bhaiya Ki Kahani’, Bandhan Mutual Fund celebrates not just its own history, but the financial journeys of millions of Indians. It’s a moving tribute to those who dared to believe in long-term investing, despite the odds.
As the brand enters its next phase, the campaign reminds us that every wealth story starts small — with patience, persistence, and a little faith.
