bKash

প্রবাসীদের অন্তরের গান

BACKGROUND

Remittances play a vital role in Bangladesh, connecting expatriates with their families and contributing to the nation’s economy. bKash sought to highlight the emotional significance of sending money abroad, reminding users of the love, dedication, and hope tied to every transaction.

OBJECTIVE

The campaign aimed to:
  • Emphasize the emotional impact of remittances on families and communities.
  • Encourage larger transactions by reinforcing the value and significance of sending money through bKash.
  • Strengthen bKash’s positioning as a trusted partner for expatriates and their families.

EXECUTION

The campaign revolved around a heartfelt remittance song, which gained widespread attention across social media:
  • Popular pages and news portals such as The Front Page, Prothom Alo, NTV, CineGolpo, and Remnant Glimpse amplified the campaign message.
  • Influential figures on Facebook, YouTube, Instagram, and TikTok further extended reach, creating organic buzz and engagement.
  • The music and storytelling focused on the bonds of love and hope between expatriates and their families, making the content relatable and shareable.

RESULT

  • 45M+ views across digital platforms.
  • 1M+ engagements, including likes, shares, and comments.
  • Widespread social media traction reinforced bKash’s image as a brand that understands and values the emotional connection behind every remittance.
The campaign successfully connected with expatriates on an emotional level, elevating awareness and engagement while reinforcing bKash’s role as a trusted partner in enabling meaningful financial connections.