Bandhan AMC, the asset administration firm is celebrating 25 years within the Indian mutual fund business. To mark this milestone with its traders and companions, they launched ‘Raju Bhaiya Ki Kahani,’ a nostalgic, music-led movie.
TBWAIndia’s movie, via a jingle and animation, tells Raju’s relatable monetary journey. The story evolves from an adolescent’s first financial savings to an grownup’s constant investing for his or her goals. The movie conveys the timeless message: persistence and persistence in investing via challenges, result in vital future development.
“As we mark 25 years, we’re happy with our position in serving to hundreds of thousands transition from savers to traders,” mentioned Vishal Kapoor, CEO, Bandhan AMC. “From ANZ Grindlays to Bandhan AMC, every milestone underscores our dedication to monetary inclusion, innovation, and investor-centricity. We’re deeply grateful to all stakeholders for his or her enduring belief and help and stay centered on empowering traders and redefining what’s attainable.”
Speaking concerning the partnership, Govind Pandey, CEO, TBWAIndia, mentioned, “Model milestone campaigns usually find yourself as inward-looking celebrations. We needed to interrupt that mould. As ‘The Disruption® Firm,’ we embody a mindset of creation over destruction, and our purpose was to talk to the nation’s front room, not simply the boardroom, celebrating the deep cultural transformation Bandhan Mutual Fund has pushed from saving to investing. This marketing campaign is a tribute to each ‘Raju Bhaiya’ who as soon as hesitated however ultimately believed. We’re grateful to have partnered with Bandhan Mutual Fund as their inventive company. And proud to have introduced this milestone to life in a approach that celebrates not only a model, however a motion.”
Mirroring this sentiment, Russell Barrett, CCEO, TBWAIndia mentioned, “We aimed to keep away from the lure of making simply one other self-congratulatory advert or case movie for a 25-year-old model. We created an immersive expertise chronicling the 25-year journey of Indian traders, beginning with print and culminating in a movie. The acquainted ‘Gullak’ (piggy financial institution) served as our entry level, reimagined because the genesis of an investing behavior, seamlessly transitioning from print to an AR expertise and an emotional digital movie, remodeling a easy advert right into a Bandhan Mutual Fund model expertise “
The movie is on the market on digital channels and was additional promoted via print ads within the Occasions of India and Financial Occasions. These advertisements inspired viewers to look at the movie by scanning a QR code prominently displayed on the ‘Gullak’ (Piggy Financial institution).
Written with the View : afaqs
