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Bandhan Mutual Fund, in collaboration with Grey India, has launched the second phase of its campaign ‘Salary Wala Plan’. The campaign continues to simplify the concept of Systematic Withdrawal Plans (SWP) by reframing them as a salary from your own investments — a message that people can connect with.
The first installment, released earlier this year, challenged traditional social norms by highlighting how retirees can now support themselves financially. The film, titled “Bache hamara khayal rakhenge,” showed that parents no longer have to depend on their children.
In the second chapter, the narrative shifts toward younger individuals looking to escape the conventional 9-to-5 lifestyle. The new film follows people choosing to pursue their passions — be it art, travel, or entrepreneurship — supported by a steady, self-funded income stream.
The campaign brings to life the idea that financial independence isn’t just about numbers, but about 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,” said Harsh Kapadia, Chief Creative Officer, Grey India.
“It’s not about financial products; it’s about what those products enable in real life. And that’s what makes the idea stick.”
“Investors today are increasingly looking beyond conventional retirement timelines,” added Vishal Kapoor, CEO, Bandhan AMC.
“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.”
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