Bandhan Mutual Fund has launched the next phase of its ‘BadhteRaho’ campaign, focusing on encouraging individuals to take bold actions in the present and turn their dreams into reality. Moving beyond the initial celebration of life’s simple moments, the new campaign inspires people to shift from “One day, I will” to “Today, I can.” It highlights the power of financial security in realizing dreams, learning from mistakes, and embracing progress.
Vishal Kapoor, CEO of Bandhan AMC, explained, “This year, we’re taking the campaign a step further. We want people to act boldly in the present, pursue their dreams, and see mistakes not as setbacks, but as stepping stones to growth.” The campaign, which includes two new brand films, ‘Mistake’ and ‘Dreams,’ portrays how financial confidence allows individuals to overcome challenges and grow stronger.
The Nema family, beloved characters in the campaign, returns to showcase relatable stories. In the ‘Mistake’ film, Neo’s business setback is reimagined as a fresh opportunity, while ‘Dreams’ highlights how financial security empowers Mrs. Nema to chase her aspirations without waiting for the perfect moment. In Kolkata, the campaign resonates strongly with the city’s growing middle class, which is increasingly looking to secure its financial future. Bandhan Mutual Fund’s emphasis on bold actions and learning from setbacks aligns with the city’s entrepreneurial spirit, where many are eager to make investments and take charge of their financial destinies.