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.
Watch the film: https://www.youtube.com/watch?v=PF3zVxzASl8
The second film, Investment Mistake #17: Overconfidence, set in a gym, captures moments where past wins or recent successes could make people overly confident. This behaviour mirrors how overconfidence in investing could lead to rushed decisions, unnecessary risk-taking, or chase short-term gains.
Watch the film: https://www.youtube.com/watch?v=FUMkRTfoCh4
Speaking about the campaign, Vishal Kapoor, CEO, Bandhan AMC, said, “People don’t make financial decisions in isolation. Their choices are shaped by instinct, habit, emotion, and the influence of those around them. Behavioural biases like herd mentality and overconfidence might lead people to procrastinate, react impulsively, or lose confidence in long-term investing, and in many cases, delay starting their investments altogether.
