Shake, scan, save: Bandhan AMC smashes the gullak

To celebrate its 25 years in the Indian mutual fund industry, asset management company Bandhan AMC launched ‘Raju Bhaiya Ki Kahani,’ (Brother Raju’s story). Through a heartfelt jingle and animation, TBWA India's nostalgic, music-led film, beautifully tells Raju's relatable financial journey. This poignant story, evolving from a teenager's first savings to an adult's consistent investing for their dreams, conveys the timeless message: persistence and patience in investing through challenges, and how it can lead to significant future growth.

"As we mark 25 years, we are proud of our role in helping millions transition from savers to investors," said Vishal Kapoor, CEO, Bandhan AMC. "From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity. We are deeply grateful to all stakeholders for their enduring trust and support and remain focused on empowering investors and redefining what's possible."

Talking about the partnership, Govind Pandey, CEO, TBWA India, said, “Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould. As 'The Disruption Company,' we embody a mindset of creation over destruction, and our goal was to speak to the nation's living room, not just the boardroom, celebrating the deep cultural transformation Bandhan Mutual Fund has driven from saving to investing. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed. We’re grateful to have partnered with Bandhan Mutual Fund as their creative agency. And proud to have brought this milestone to life in a way that celebrates not just a brand, but a movement.”

Mirroring this sentiment, Russell Barrett, CCEO, TBWA India said, “We aimed to avoid the trap of creating just another self-congratulatory ad or case film for a 25-year-old brand. We created an immersive experience chronicling the 25-year journey of Indian investors, starting with print and culminating in a film. The familiar 'Gullak' (piggy bank) served as our entry point, reimagined as the genesis of an investing habit, seamlessly transitioning from print to an AR experience and an emotional digital film, transforming a simple ad into a Bandhan Mutual Fund brand experience "

The film is available on digital channels and was further promoted through print advertisements in the Times of India and Economic Times. These ads encouraged viewers to watch the film by scanning a QR code prominently displayed on the ‘Gullak’ (Piggy Bank).

Campaign’s take: Before apps, there was the gullak — the humble clay piggy bank where Gen Xers stashed coins from doting relatives or festive bonuses. A tactile delight, you’d shake it to guess the bounty inside before ceremoniously smashing it open. Bandhan AMC, with TBWA India, has revived that cherished ritual — minus the clay shards — with a slick AR makeover for its 25-year milestone.

The ‘Raju Bhaiya ki Kahani’ digital film lovingly charts a child’s savings journey from gullak to mutual funds, capturing the leap from cautious saver to savvy investor. But it’s the accompanying AR print ad in The Economic Times and Times of India that really flips the coin. Readers scan the ad, shake their phone to break a virtual gullak, and watch Raju’s story unfold.

It’s nostalgia with a tech twist — and more importantly, a glimpse of how mixed reality can reanimate static print. By turning a predictable brand anniversary into a participatory experience, this ‘shake-to-break’ gimmick cleverly transforms a legacy story into an interactive brand journey.

Is this innovation? Sure. But more intriguingly, is this emotion in motion — where print is no longer paper, but portal?