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Bandhan Mutual Fund has launched a new video campaign encouraging consumers to shift from impulsive buying during the festive season to responsible financial planning. Unlike many brands that seek to capitalise on the festive rush, Bandhan Mutual Fund targets the post-festive period, when consumers often reassess their purchases from sales and discounts.
Vishal Kapoor, CEO of Bandhan Asset Management Company (AMC), explained, "The festive season brings a wave of consumerism, with sales and discounts turning many items into ‘must-haves’. Through this campaign, we hope to encourage consumers to look beyond instant gratification and consider the long-term impact of their financial choices. The video highlights that while festive purchases may quickly be forgotten, a wise investment will continue to grow over time. Our message, ‘Invest Karte Raho. Badhte Raho,’ reflects our philosophy of continuous growth and learning. Responsible financial habits can help individuals achieve long-term financial security."
The campaign video uses humour to illustrate the fleeting nature of impulse purchases. Products such as unused exercise cycles and air fryers come to life, speaking directly to their owners, playfully reminding them of the forgotten promises made during their impulsive buys. This light-hearted narrative then shifts to a more serious message: encouraging viewers to invest in something truly valuable, such as mutual funds, for long-term growth.
This initiative aims to promote smarter financial habits, steering consumers towards investments that offer sustained growth rather than indulging in fleeting consumerist trends during the festive period.
