The film, conceptualised by TBWA\India, celebrates the journey from saving to investing with patience and consistency.

To celebrate 25 years in the Indian mutual fund industry, Bandhan AMC has launched a nostalgic campaign titled ‘Raju Bhaiya Ki Kahani.’ Conceptualised by TBWA\India, the animated, music-led film traces the relatable journey of Raju-from his first piggy bank savings as a teenager to becoming a consistent investor through life’s ups and downs.

The campaign carries a timeless message: patience and persistence in investing can lead to significant financial growth over time.

“As we mark this milestone, we’re proud to have helped millions transition from savers to investors,” said Vishal Kapoor, CEO, Bandhan AMC. “Our evolution-from ANZ Grindlays to Bandhan AMC-reflects our commitment to financial inclusion, innovation, and putting investors first.”

Govind Pandey, CEO, TBWA\India, added, “We didn’t want this to be just another corporate celebration. This campaign is for every ‘Raju Bhaiya’ who hesitated at first but chose to believe in investing. It’s a tribute to a broader cultural shift.”

Russell Barrett, CCEO, TBWA\India, noted that the campaign aimed to create an immersive storytelling experience. Using the familiar Gullak (piggy bank) as a symbol of saving, the campaign journeyed across print, AR, and digital, culminating in an emotional brand film that honours the evolving Indian investor.

The film is being promoted through digital channels and print ads in The Times of India and Economic Times, featuring a QR code on the Gullak to drive viewers to the full video.