bKash

Ekshathe bKash Hobe

BACKGROUND

As Hamza Choudhury’s market demand peaked, bKash rejected forced endorsements. While other brands simply showcased him, bKash built an authentic, story-driven narrative — prioritising genuine connection over visibility, ensuring the partnership felt real rather than just another celebrity campaign riding a footballer’s momentum.

OBJECTIVE

Build a content-led campaign where audiences felt the story was unscripted and real — driving genuine engagement and connection, not just reach. And translate that emotional resonance into measurable business outcomes for bKash’s core payment and user acquisition metrics.

Idea

Authenticity as Strategy. Hamza wasn’t introduced as a celebrity — but as a newcomer, mirroring millions experiencing bKash for the first time. Anchored by Afran Nisho who initiated the journey, the content architecture moved from curiosity to revelation to national celebration. Every piece of content served the story — not the brand — making একসাথে বিকাশ হবে feel less like a tagline and more like a shared national sentiment earned through genuine storytelling.

EXECUTION

Afran Nisho sparked viral curiosity across 50+ pages, building anticipation before Hamza’s high-impact reveal during the Bangladesh vs. Nepal match — turning his goal moment into the campaign’s cultural ignition. Seven creators launched podcasts and vlogs shifting conversation toward the future of Bangladeshi football, adding editorial depth beyond endorsement. A campaign anthem went viral, becoming a cultural staple hummed nationwide. As the India vs. Bangladesh match approached, content scaled across billboards, fan zones, and a dedicated microsite. A custom Hamza filter generated 66,000+ fan images. A live UGC banner in Gulshan 2 captured 1,600+ photos in four hours — turning audiences from consumers into co-creators, and a marketing campaign into a unified national content movement.

RESULT

Reach: 30Mn+ Impressions: 208Mn+ Engagement: 144K+ Average View Duration: 89% But it wasn’t just numbers… the entire nation engaged, and conversations dominated feeds. And it ended where it began—Afran Nisho welcoming Hamza Choudhury. Because in the end, this wasn’t an influencer campaign… it was a movement—“একসাথে বিকাশ হবে” 120Million+post Engagement More importantly, the campaign translated into measurable business outcomes. – 22% increase in monthly bill check activity – 19% growth in postpaid bill transactions – 40% uplift in Monthly Active Users – 27% increase in new user acquisition A single cohesive idea, executed with cultural fluency and relevant contents, transformed a utility service into integrated storytelling with measurable results.