Bandhan AMC’s ‘Raju Bhaiya Ki Kahani’ digital ad campaign strikes an emotional chord with investors

Bandhan AMC Limited, one of India’s leading asset management companies, is commemorating 25 years in the mutual fund industry with a nostalgic campaign that captures the evolution of Indian investing. Titled ‘Raju Bhaiya Ki Kahani’, the music-led animated film is a poignant ode to everyday Indians who transitioned from cautious savers to confident investors.

Developed by TBWA\India, the ad follows the journey of the common man Raju from a teenager saving coins in a ‘Gullak’ (piggy bank), to an adult who knows the value of money and invests for the future. The campaign validates a universal principle through its moving jingle and heart-wrenching story: patience and persistence are the principles of long-term wealth creation.

Vishal Kapoor, Bandhan AMC Chief Executive Officer, said, "From ANZ Grindlays to Bandhan AMC, our journey is founded on trust, innovation, and empowering investors. This milestone is a tribute to the millions of Indians who've placed their trust in disciplined investment."

The blended campaign combines old and new media, starting with print advertising in The Times of India and The Economic Times, building up to the movie through a QR code on the characteristic Gullak imagery. The campaign is furthered in the augmented reality space, providing an immersive experience for investors.

Govind Pandey, CEO of TBWA\India, pointed out, "We wanted to go beyond congratulatory advertising and talk to the hearts of ordinary Indians instead. This film is for all 'Raju Bhaiyas' who made the transition from saving to investing."

The campaign is both a celebration of the brand and a cultural commentary, celebrating the collective financial journey of India over 25 years.

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