Bandhan Mutual Fund's New Tagline Embraces The Continuous Journey Of Progress
Bandhan Mutual Fund has unveiled its new brand tagline - 'Badhte Raho', an invitation to enrich life. The tagline was derived based on the insight that financial security empowers us to live life to the fullest and ‘Badhte Raho’ encapsulates this philosophy by encouraging everyone to celebrate every joy, face challenges confidently, and embrace the continuous journey of progress. In sync with the vibrant spirit, the refreshed visual design language amplifies the dynamism of the flame in the logo, symbolising innovation, challenging the status quo, and embracing a playful and energetic approach to wealth management.
Vishal Kapoor, CEO, Bandhan AMC, shares, "We often see and know people who are so concerned with building their wealth for the future that they often forget to enjoy the present. Financial security enables people to enjoy the finer things in life, without worrying about the future. Our unique proposition is to help people enjoy their money today while responsibly building wealth for tomorrow. Badhte Raho distills the essence of our attitude and promises into a simple yet powerful statement that encapsulates our values, vision, and commitment. It is a call to enjoy the present, stay positive, share joy, and explore further possibilities. It’s a nudge to learn endlessly, expand perspectives, and embrace new experiences. It urges everyone to be dynamic, push ahead, and keep evolving. It’s a reminder to transform limitations into stepping stones, and challenges into opportunities to overcome."
The new brand voice is infused with a touch of playfulness and creativity, using language that engages and resonates with the audience and sets Bandhan Mutual Fund apart from other fund houses.
To bring the tagline to life, Bandhan Mutual Fund launches two TVCs - 'Dal Delight' & 'Tuesday Celebration,' focused on showcasing the joy in life's smaller moments. The multimedia campaign spans TV commercials, in-cinema ads, digital platforms, outdoor spaces, and in-flight magazines, creating a visually captivating narrative that celebrates financial security and provides the ability to afford life's little joys.
