With less than 4% of the working-age population in India investing in Mutual Funds*, HSBC wanted to launch an investor education initiative that made mutual fund concepts more accessible to the average Indian. The content had to be easy to understand and jargon-free—while also standing apart from the many similar campaigns already in the space.

The average Indian investor often finds mutual fund communication too technical or intimidating. There’s a need for content that’s not only easy to understand but also enjoyable—something that educates without overwhelming.

We created Mutual Fun, a weekly illustrated series featured at the top of the Times Business page every Monday. At its core was the ‘Smart Bandar’—a witty, wise character who broke down mutual fund basics, types, and myths in a fun, conversational tone. This not only simplified investing but added a distinct, memorable voice to the brand’s educational push.