A nostalgic film ‘Raju Bhaiya Ki Kahani’ marks the milestone with a relatable journey from saving to investing
Mumbai, July 17, 2025: Bandhan AMC Limited, a leading asset management company in India, is celebrating 25 years of trust, innovation, and commitment to helping millions of Indians transition from savers to investors. To commemorate this milestone, the company, in partnership with TBWA\India, launched ‘Raju Bhaiya Ki Kahani’, a nostalgic music-led film that beautifully captures the journey of financial growth and discipline.
The animated film tells the relatable story of Raju, whose journey evolves from a teenager’s first savings to an adult’s consistent investments that eventually fulfill lifelong dreams. Through a heartfelt jingle and emotionally resonant storytelling, the campaign highlights a timeless message—patience and persistence in investing pave the way for meaningful future growth.
“As we mark 25 years, we are proud of our role in helping millions transition from savers to investors,” said Vishal Kapoor, CEO, Bandhan AMC. “From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity. We are deeply grateful for the enduring trust of all stakeholders and remain focused on empowering investors while redefining what’s possible.”
Govind Pandey, CEO of TBWA\India, added, “Brand milestone campaigns often tend to be inward-looking. We wanted to break that mould and speak to the nation’s living rooms, not just the boardroom. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed. We’re proud to have partnered with Bandhan Mutual Fund to celebrate not just a brand milestone, but a movement that has culturally shifted India from saving to investing.”
Echoing this sentiment, Russell Barrett, CCEO of TBWA\India, shared, “We didn’t want another self-congratulatory ad. Instead, we created an immersive experience chronicling the 25-year journey of Indian investors. The familiar Gullak (piggy bank) served as the entry point—transitioning seamlessly from print to AR to a deeply emotional digital film—transforming a simple campaign into a meaningful Bandhan Mutual Fund brand experience.”
The film has been released across digital platforms and supported by print advertisements in The Times of India and The Economic Times. The campaign also leverages AR-enabled QR codes on the iconic Gullak imagery, encouraging viewers to watch and experience the film.
About TBWA\India
TBWA\India is part of the globally acclaimed TBWA network, known as The Disruption® Company. Recognized by Fast Company as one of the World’s Most Innovative Companies in 2025, 2023, 2022, 2021, 2020, and 2019, TBWA\India leverages creativity to challenge conventions and help brands capture an unfair share of the future. The agency is known for strategic thinking and cutting-edge campaigns that drive cultural and business impact.
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