Bandhan Mutual Fund announced the launch of its latest Investor Awareness Initiative (IAP) campaign, ‘Investment Mistakes

Mumbai: Bandhan Mutual Fund announced the launch of its latest Investor Awareness Initiative (IAP) campaign, ‘Investment Mistakes,’ (campaign page link: Bandhan Biases Calculator) which focuses on the everyday behavioural biases that shape financial decisions far more often than people realise. Instead of offering instructions or prescriptive advice, the campaign turns the lens inward by encouraging people to recognise the small impulses, habits, and social cues that influence how they think about money. By grounding these insights in humorous, everyday situations, the campaign aims to help investors identify similar patterns in their own behaviour and make more thoughtful, informed financial decisions.

TBWA India, one the leading advertising agencies & Bandhan Mutual Fund conceptualised the campaign. The campaign launches with two new films; each centred on a common behavioural bias that affects investing decisions.

The first film, Investment Mistake #12: Following the Herd, set in an artisanal coffee shop, uses a light and relatable situation to show how easily people get influenced by what others are doing. The film draws a parallel to herd mentality in investing, where common opinions or widely discussed choices can sway decisions away from individual financial goals.’