bKash
Yearlong Remittance
BACKGROUND
bKash, acknowledging the significance of forging emotional connections with Non-Resident Bangladeshis (NRBs) to establish a compelling presence within their remittance transaction preferences, initiated a strategy of ‘Connecting to NRBs through content,’ introducing campaigns like “দেশে দেশে মাহে রমজান ২০২৩” and “প্রবাসীদের অন্তরের গান”
OBJECTIVE
The primary objective was to establish itself as a preferred choice for NRBs when sending remittances. The focus was on leveraging content to create emotional bonds during significant cultural moments when both remittance senders and receivers experience increased consumption of Islamic content and a shared sense of missing loved ones.
Idea
The idea was to paint a vivid picture of the NRB community scattered across the globe, uniting in a beautiful tapestry of traditions during sacred celebrations. It aimed to showcase not just the individual observance but the collective spirit, where the diaspora seeks each other out, creating pockets of celebration in distant lands echoing missed family moments.
EXECUTION
Distinctly, ‘দেশে দেশে মাহে রমজান ২০২৩’ campaign rather than solely examining lifestyle choices delved deep into the essence of Bengali communities in foreign countries. Simultaneously, to involve these communities further a Bangladeshi influencer was enlisted to tour all the divisions in Bangladesh receiving the most remittances. This exploration encompassed emotionally significant places, aiming to evoke memories for foreigners of what they left behind.
For “প্রবাসীদের অন্তরের গান”, the execution was strategically tailored to coincide with the peak of remittances and the influx of foreigners returning home during Qurbani. Recognizing that the most missed individuals are mothers, wives, and children, the content focused on emotionally charged moments with these characters, such as a child’s first words, a mother’s prayer, and a wife’s affection portrayed beautifully by actors like Khairul Basar, Sharif Siraj, and Sohel Mandal under the direction of Shankha Dasgupta.
RESULT
The ‘দেশে দেশে মাহে রমজান ২০২৩’ campaign generated significant user-generated content from an NRB creator in the UK, resulting in 600K+ YouTube views, 9.8M Facebook reach, 29M impressions, 1.3M YouTube impressions, and a 43% view rate. Most importantly, there was a notable increase in remittance inflow through bKash.
“প্রবাসীদের অন্তরের গান” was distributed across 30+ digital publishers and bKash’s digital platforms. Post-launch, it garnered 43M+ views on Facebook and YouTube, had 29M Facebook reach, 137M impressions, and a 40% view rate. The content received positive reviews from local and foreign critics and achieved a Google CAT score of 13 out of 16.