~ Bandhan Group unifies its financial stack under ‘Bandhan Kaamyabi Ka’ 25 years of first salaries, homes, wealth and business growth ~
Mumbai, September 2026: Bandhan Group has launched ‘Bandhan Kaamyabi Ka’, a new brand campaign marking 25 years and pulling its financial services businesses under one identity. The line — 25 saal se aapki har kaamyabi ke peeche ek Bandhan hota hai — frames the Group not as a set of products, but as the quiet partner behind life’s money milestones.
The film tracks familiar financial beats: earning a first salary, buying a home, securing a familys future, building wealth and growing a business. The play is ecosystem over silo — Bandhan says it wants integrated, technology-enabled solutions that sit across stages of a customer’s financial journey rather than one-off product pitches.
Chandra Shekhar Ghosh, Chairman, Bandhan Group, said: “Bandhan’s journey has always been guided by a simple belief that access to the right financial support can transform lives. While we are proud of what we have built over the last twenty-five years, we are even more excited about the opportunities ahead. As we enter the next phase of our journey, our focus is on strengthening Bandhan as a unified financial services group that continues to support the evolving aspirations of millions of Indians.”
Arvind Agarwal, Managing Director, Bandhan Group, said: “Our businesses today address different financial needs, but they are united by one purpose of helping customers move forward with confidence. ‘Bandhan Kaamyabi Ka’ is more than a brand campaign; it is an expression of who we are becoming as a Group. It brings together the full strength of the Bandhan ecosystem under one identity and reflects our vision of building a future-ready financial services platform that supports customers through every stage of their financial journey.”
The campaign film is live on YouTube — an anniversary piece that sells the Group’s next chapter as one brand, one bond, many milestones.
Marketing take: Anniversary films usually count years. Bandhan counts kaamyabis — and that shift from corporate timeline to customer milestones is the smarter way to sell a multi-business financial group as one story.
