bKash

Deshe Deshe Mahe Ramadan

BACKGROUND

Contents are more fun when the audiences don’t get bombarded with brand logos and products. bKash decided to set an example on how to creatively place a brand in its content. A big portion of Bangladeshi expatriates send remittance through bKash. Therefore, we decided to utilize this opportunity.

OBJECTIVE

Creating contents that would embed bKash’s name into the minds of the audience without any effort.

Idea

We aimed to create conversational, genuine and relevant videos that would work as unique individual vlogs. The brand wouldn’t force itself on the audience’s minds. Rather, the brand name would come up naturally in conversations.

EXECUTION

We collaborated with popular NRB content creators from all over the world. These people have been living in countries like Saudi Arabia, Germany, Canada, Australia, Malaysia, Japan, South Korea and so on with their families or friends for years. From roaming around Iftar markets, offering prayers in the local mosques, interacting with other NRBs, sharing cooking moments, these influencers gave us a vibrant picture of life outside Bangladesh during the Holy Month. Next, we created a series of Bangladeshi videos with the famous vlogger Araf Intishar. He took us to Cumilla, Sylhet, Dhaka and Chattogram where most of the expatriates come from. Apart from different types of digital banners, these videos never made bKash the hero of their content.

RESULT

We garnered around 26.3 million views, 1.26 million reactions, and 11 thousand comments across Facebook, YouTube, and TikTok, resulting in a remarkable 200% surge in bKash’s remittance transactions.