MUMBAI, INDIA – Bandhan Mutual Fund, in collaboration with creative agency Grey India, has launched the second instalment of its evocative series, “Salary Wala Plan.” By once again bridging financial literacy with emotional insight, the campaign reimagines a Systematic Withdrawal Plan (SWP) not as a complex investment tool, but as a liberating life choice – a “salary” that comes from your own savings, empowering you to live on your own terms.
The campaign’s first phase “Bachhe Hamara Khayal Rakhlenge” drew attention for its brave take on generational dependence, challenging the long-held belief that parents must rely on their children for post-retirement financial support. In that chapter, the “Salary Wala Plan” became a symbol of dignity and empowerment, placing the reins of financial independence directly in the hands of retirees.
The campaign’s latest chapter, “Mera Beta Kuch Nahin Karta” (translated as “My Son Does Nothing”), pivots to a different kind of aspiration – those seeking to escape the rigidity of a conventional job in favor of a more passion driven, flexible lifestyle. Whether it’s traveling the world, pursuing the arts or launching a new business venture, the film champions individuals who choose to live for fulfillment over routine with the support of their own financial planning.
“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,” says Harsh Kapadia, Chief Creative Officer, Grey India.
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.”
