Prothom Alo: Rising again as a loved brand from liked brand

This case study describes how Prothom Alo, the leading Bangla newspaper, increased its circulation and regained its positioning of being a 'loved' brand in Bangladesh.

Prothom Alo: Rising again as a loved brand from liked brand

Ummiya Rahman

Campaign details

Brand Owner: MediastarLead agency: Grey Advertising BangladeshBrand: Prothom AloCountry: BangladeshIndustry: NewspapersMedia: Newspapers; TelevisionBudget: Up to 500k

Market background and cultural context

Falling from 'loved' to 'liked'

As a newspaper brand, earning the faith of the people is not only difficult, but controversy can also ruin it all too easily. Prothom Alowas considered to be an institution, a cult brand that had always offered the people of Bangladesh a direction and...

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