Asia | WARC

News • 12 June 2018

DHAKA: Adspend is moving towards digital in Bangladesh and e-commerce is growing fast as half of the country’s young population use the internet and most of them do so via mobile.

PureIt Water Day Campaign

Case Study • Derick Lees, WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how PureIt, a water purifier brand, developed a social education campaign to inform the public about the importance of clean drinking water in Bangladesh.

Velocity 12 Markets: Reshaping the world view of middle-class growth

Article • Research on WARC, Ogilvy and Mather, June 2016

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Grameenphone: Giving face to ideas

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Grameenphone, the market leader for mobile phone subscribers in Bangladesh, launched and communicated their new brand philosophy of 'Go beyond'.

MAMA Noodles: Small fish in a sea vs. big fish in a pond

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how MAMA instant noodles took on the leader in the Bangladeshi market by targeting adult consumers for a product typically eaten by children.

Joya Sanitary Napkin: A topic of 'shh...' to a topic 'must talk about'

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

The case study describes how SMC marketed its Joya sanitary napkin in Bangladesh, where the topic of feminine hygiene was a religious and cultural taboo.

Fresh Atta: Starting a movement to a healthy life

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how a challenger roti bread brand in Bangladesh, Fresh Atta, changed the conversation from product quality to health benefits in order to try to increase their share of a saturated marketplace.

Grameenphone: The humane side of technology

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Grameenphone, the leading telecom network in Bangladesh, along with renowned NGOs, Jago and Agni, launched the 'Grameenphone Online School', in order to educate people in rural and remote areas of the country.

Boost: Stamina changes the game

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Boost created new terminology both to promote its brand within the health food drink (HFD) category, and to not cannibalise the market share of other GlaxoSmithKline Bangladesh HFD products.

Grameenphone: Internet for all - enabling people

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how the telecommunications company Grameenphone promoted increased internet use in Bangladesh through their 'Internet for All' campaign.

How PepsiCo showed Indians that technology does not have a hug button yet

Case Study • Noor Samra and Mythili Chandrasekar, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how PepsiCo broke through the clutter of modern Diwali in India and used an online medium to encourage people to make real connections offline.

UCash: Standing with the lonely migrants

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study shows how the mobile financial services brand, UCash, broke into the crowded Bangladeshi market by targeting migrant workers with a campaign focused around the safety and security of their money.

ICC World Twenty20 Bangladesh 2014: Cricket checkmates politics

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study shows how the International Cricket Council (ICC), the international body for cricket, changed the mood of Bangladeshi audiences from worrying to celebration by using music and dance.

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

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

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.

Grameenphone: The power of the fans

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Grameenphone – the leading telecommunication service provider in Bangladesh – associated itself with the 2015 Cricket World Cup in order to create a positive brand image.

Ministry of Power, Energy & Mineral Resources (India): Electricity Week - optimism footing into realization

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how the Ministry of Power, Energy and Mineral Resources communicated with the urban population of Bangladesh to reduce the wasting of key resources.

Diploma Full Cream Milk Powder: Changing the approach towards consumer promotions

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study shows how Diploma Full Cream Milk Powder used a consumer promotion referencing a major social issue to create a more positive brand image.

Prothom Alo Fifa World Cup Campaign: When a simple supplement overcomes the recency problem

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Prothom Alo, the leading newspaper in Bangladesh, differentiated itself from the competition and increased its circulation by 30% during the FIFA World Cup 2014.

Glaxose D: Discovering the undercover enemy

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes the process by which Glaxose D, a 99.6% glucose powder brand from GlaxoSmithKline Consumer Healthcare Bangladesh Ltd, was introduced into the Bangladesh market as the sole glucose-only brand.

Prothom Alo Bornomela 2014: The second language movement begins

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how the Bangla newspaper Prothom Alo recognised that because people were so keen to teach their children English, the indigenous language of Bangla was in danger of losing its importance.

Atom Gum: Turning challenge into opportunity

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Atom Gum, a chewing gum brand, successfully increased its share of the Bangladeshi market.

Bangladesh is next 'big growth market'

News • 26 October 2015

DHAKA: Bangladesh may not be top of mind for brands seeking expansion, but a new study from Boston Consulting Group (BCG) predicts that the country is one of the world's next great growth markets for discretionary consumption.

Ministry of Religious Affairs - Government of People's Republic of Bangladesh: Language Matters anti-urinal campaign

Case Study • Ummiya Rahman, WARC Prize for Asian Strategy, Gold and Market Pioneer, 2015

This case study discusses a campaign from the Bangladeshi government that tackled the problem of public urination by encouraging behavioural change.

Robi: National flag campaign

Case Study • M. Nafeezul Bari, Toffael Rashid, Laura Amin and Neamul Islam Maleque, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how major Bangladeshi mobile telecommunications company Robi Axiata found a way to inspire national unity through the creation of the world's largest human flag, leading to an increase in sales.

Unilever spies South Asian growth

News • 01 December 2014

KARACHI/DHAKA: Unilever, the FMCG multinational, regards Pakistan and Bangladesh as emerging markets with high potential for long-term growth, the company's CEO has stated.