Bandhan Mutual Fund Reimagines Systematic Withdrawal Plan as ‘#Salary Wala Plan’ with its New IAP Campaign

#SalaryWalaPlan #BandhanMFSalaryWalaPlan

Chandigarh: Bandhan Mutual Fund unveils #Salary Wala Plan, an IAP campaign that reimagines “Systematic Withdrawal Plan” (SWP) as a structured, salary-like income stream—helping investors to generate a regular cash flow from their own mutual fund investments while allowing the remaining corpus to stay invested. This campaign aims to raise awareness around SWP, encouraging investors to see it as a smart and accessible way to create a pipeline of cashflow post-retirement.

Vishal Kapoor, CEO, Bandhan AMC, shares, “While SIPs have gained widespread acceptance as a disciplined way to invest, SWPs remain underutilised as a strategy to sustain financial independence. Through #Salary Wala Plan campaign, we aim to bridge this gap by raising awareness about SWP, making it more relevant for investors who are looking for fixed cashflow at predefined frequency. By creatively reframing it as a structured, salary-like income, we wish to drive greater awareness of its dual benefit—ensuring liquidity while keeping the remaining corpus invested for potential growth.”

As part of the campaign, Bandhan Mutual Fund has launched a witty and thought-provoking film that follows a couple who believe their financial future post-retirement is secure, counting on their well-settled children for support. However, their confidence is shaken when their children reveal unexpected life decisions that disrupt these expectations. Their ‘perfect plan’ is suddenly in question, leading to a key realisation—why rely on others when you can generate your own cashflow with a Systematic Withdrawal Plan?

Through humour and relatability, the film nudges viewers to think beyond just accumulating wealth and consider how they can achieve financial independence through a structured, investment-led income. Unlike one-time withdrawals, SWP allows investors to withdraw a fixed amount at pre-defined intervals while keeping the remaining money invested—aiming to offer both stability and continued growth potential.

“Retirement and lack of consistent fund inflow can be a nightmare, more so if one needs to depend on others, including kids. #Salary Wala Plan can be liberating for every person going into retirement.”, said Anusha Shetty, Chairperson & CEO, Grey India

The campaign was created by AutumnGrey (a Grey company).