The article discusses a new campaign by Bandhan Mutual Fund in collaboration with AutumnGrey, a Grey Company, aimed at promoting Systematic Withdrawal Plans (SWPs). The campaign, called #Salary Wala Plan, aims to make SWPs more relatable and appealing to investors, especially those approaching retirement. The idea is to present SWPs as a steady income stream, much like a regular salary, which can help individuals maintain a stable cash flow even after they stop working.
To bring this concept to life, AutumnGrey created a short film featuring a couple who believe they have a secure financial future, only to be thrown off course by unexpected events in their lives. The narrative uses multiple “false endings” to keep the audience engaged and reveal another layer of the story. The intention is to make SWPs more accessible and appealing to investors, ensuring a steady income stream and bridging the gap between savings and expenses.
According to Anusha Shetty, chairperson and CEO of Grey India, #Salary Wala Plan can be “liberating for every person going into retirement.” Vishal Kapoor, CEO of Bandhan AMC, added that the campaign aims to make investors aware of the dual benefits of SWPs: ensuring liquidity while keeping the remaining corpus invested for potential growth.
The #Salary Wala Plan campaign encourages investors to consider SWPs as a more relatable and appealing option, especially for those approaching retirement. By reframing SWPs as a structured, salary-like income stream, the campaign drives awareness about the benefits of SWPs, which can help individuals build a more stable financial future.