United Commercial Bank, the financial services provider, partnered with retailer Shwapno in an initiative enabling Bangladeshi farmers to open savings accounts and escape the cycle of poverty.

Why it matters

As COVID-19 lockdowns forced migrant workers to move away from cities and return to their home villages, rural audiences are a key opportunity for marketers. More specifically, this represents a chance for brands to democratise their offerings and target overlooked communities.

The initiative

• Project AgroBanking was created to help rural farmers escape a vicious cycle whereby their leftover produce was either wasted or sold to middlemen at the end of...