Mumbai, October 07, 2026: At the end of every month, everyone at Bandhan Mutual Fund is asking – What comes after the 31st? For most people, the answer is simple: the 1st.
But at Bandhan Mutual Fund the answer is different: 32.
After all, the 31st, or iktees, is often associated with one of the happiest notifications of the month – Salary Credited. And what usually follows that message is a wide grin, a battis wali smile.
Building on its Salary Wala Plan campaign, Bandhan Mutual Fund has launched ‘Battis Wali Smile,’ a new film that uses humour and a relatable cultural insight to make Systematic Withdrawal Plans (SWPs) easier to understand.
At the heart of the film is a simple observation. While salaries may differ, professions may vary, and life stages may change, the joy of seeing money credited into one’s account remains universal. It is a feeling that resonates equally with salaried professionals, business owners, freelancers and retirees. Salary Wala Plan connects that familiar experience to SWP, which allows investors to withdraw a fixed amount from their mutual fund investments at regular intervals, while the remaining investment continues to stay invested and gets an opportunity to grow.
Speaking on the campaign, Vishal Kapoor, CEO, Bandhan AMC said, “The insight behind ‘Battis Wali Smile‘ is incredibly simple and human. Most people understand the happiness and reassurance that comes with receiving money regularly. Through this campaign, we wanted to show that the feeling associated with a salary credit is something everyone values, regardless of whether they are salaried, self-employed or retired. By connecting that familiar emotion to SWPs, we hope to make the concept easier to understand and more relatable.”
Watch ‘Battis Wali Smile’ here: https://youtu.be/nbFuYcXUqq4
The film was conceptualised by advertising agency All In.
Jane Sequeira, Creative, All In, said, “Salary day comes with a certain kind of smile. We thought, if SWP can give you a similar salary-like income regularly, why not give that feeling that comes with it a name? That’s how ‘Battis Wali Smile’ came into being.”
The campaign’s central film follows a man who insists that “32 comes after 31” in a series of everyday situations. His bewildering logic leaves everyone around him confused until the reveal: for him, the 32nd is not a date on the calendar. It’s the smile that appears after payday.
The campaign reframes SWPs not as withdrawals, but as a way of creating a regular cash flow from investments, helping investors relate to a concept that is often perceived as complex or meant only for retirees.
With its blend of humour, cultural familiarity and investor education, Battis Wali Smile continues Bandhan Mutual Fund’s effort to simplify financial concepts through stories rooted in everyday life.
Because while the calendar may move from the 31st to the 1st, some smiles deserve to last a lot longer.