Kolkata, October 7, 2026: Bandhan Mutual Fund has launched ‘BattisWali Smile’, a new film under its Salary Wala Plan campaign, using humour and a familiar payday emotion to simplify the concept of Systematic Withdrawal Plans (SWPs).
The campaign builds on the universal feeling associated with receiving money regularly, regardless of whether an individual is salaried, self-employed, a business owner or retired. The film revolves around the humorous idea that “32 comes after 31”, with the ‘32nd’ representing the smile that follows a salary credit. The campaign positions SWPs as a way of creating regular cash flow from investments, while the remaining corpus stays invested and gets an opportunity to grow.
Vishal Kapoor, CEO, Bandhan AMC, said the campaign aims to make SWPs more relatable by connecting them with the familiarity and reassurance of regular income. Jane Sequeira, Creative, All In, said the idea emerged from linking the smile associated with salary day to the regular income-like experience that an SWP can provide.
In Kolkata, the campaign comes at a time when investor communication around disciplined cash-flow planning and investment solutions is increasingly important across salaried and self-employed segments. The film was conceptualised by All In.