Bandhan Mutual Fund has rolled out the second leg of the campaign 'Salary Wala Plan'.

Conceptualised by Grey, the campaign highlights the brand's Systematic Withdrawal Plan (SWP). The film opens with a mother narrating how her son seems to do nothing. In a world where most people are trapped in the 9-to-5 grind, she proudly explains that her son has chosen a different path—he’s learning to DJ. The mood shifts when the mother proudly says she wishes every son could be like hers. At that moment, her son chimes in, explaining that thanks to the brand’s SWP feature, he’s able to live this way.

What we think about it: The ad breaks from conventional financial storytelling, using warmth and wit. A smart, playful ad that balances storytelling with product education.

Harsh Kapadia, chief creative officer, Grey India, said, “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."

Vishal Kapoor, CEO, Bandhan AMC, said, “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.”