India – Bandhan Mutual Fund, in partnership with Grey India, has launched the second phase of its ‘Salary Wala Plan’ campaign, focusing on themes of financial independence and the freedom to pursue personal interests.
The first phase of the campaign, released a few months ago under the title ‘Bache hamara khayal rakhenge’, challenged a traditional social dynamic by suggesting that parents need not rely on their children for monthly income. Instead, they can draw a steady income from their own investments through the ‘Salary Wala Plan’.
The new instalment, ‘Mera Beta Kuch Nahin Karta’ (My Son Does Nothing), shifts attention to individuals seeking to move away from conventional employment. It presents stories of people choosing to follow their passions—whether in art, music, travel, or entrepreneurship—without being constrained by expectations tied to a regular salary.
This phase continues to frame financial independence as more than just a numbers game. It positions it as the freedom to choose alternative life paths, supported by a consistent income stream.
Central to the campaign is a repositioning of the Systematic Withdrawal Plan (SWP), recasting the investment product as a relatable concept: a self-funded, salary-like income generated from one’s own savings.
“With ‘Salary Wala Plan’, we’ve taken something as technical as SWP and given it a human voice – one that speaks directly to the end benefit: the comfort of receiving a consistent monthly income. It’s not about financial products; it’s about what those products enable in real life. And that’s what makes the idea stick,” said Harsh Kapadia, chief creative officer at Grey India.
Meanwhile, Vishal Kapoor, CEO of Bandhan AMC, said, “Investors today are increasingly looking beyond conventional retirement timelines. Many want the flexibility to retire early, take a pause, or follow their dreams. That kind of choice requires foresight and a reliable income strategy.”
He added, “Through this campaign, we want to show how a systematic withdrawal plan could turn long-term investments into a regular, salary-like income. The ‘Salary Wala Plan’ makes this idea accessible and relevant to investors who are ready to take control of their time, goals, and income—on their terms.”
