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

Ummiya Rahman

Campaign details

Brand Owner: Mediastar
Lead agency: Grey Advertising Bangladesh
Brand: Prothom Alo
Country: Bangladesh
Industry: Newspapers
Media: Newspapers; Television
Budget: 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 Alo was considered to be an institution, a cult brand that had always offered the people of Bangladesh a direction and given them hope when others could not do so, or had failed to do so (this was according to the results of work done by the research agency, Quantum Consumer Solutions).