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Shwapno and UCB: Project AgroBanking

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

United Commercial Bank (UCB), a banking brand, used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

Next-gen Bangladeshi strategists speak

Opinion • WARC, May 2021

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. We head to Bangladesh this week.

UCash / Shwapno: Project AgroBanking

Rankings • WARC Effective 100, 2021

United Commercial Bank (UCB), a financial services brand, used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair price to retail chain Shwapno.

UCash & Shwapno: Project AgroBanking

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Behind the Winning Idea: UCash and Shwapno – Project AgroBanking

Opinion • Chiara Manco, November 2020

A partnership between United Commercial Bank and retailer Shwapno, Project AgroBanking allows Bangladeshi farmers to open savings accounts and escape their cycle of poverty. Chiara Manco, Assistant Editor, Case Studies at WARC, talked to Grey Bangladesh’s Bitop Das Gupta to delve deeper into the initiative.

Strategise for sustainable change

Opinion • Bitop Das Gupta, October 2020

Grey’s Bitop Das Gupta explains how 2020 WARC Prize for Asian Strategy Grand Prix winner Project AgroBanking helps build a sustainable future for Bangladesh.

Strategy that makes a difference

Opinion • Dave McCaughan, October 2020

Dave McCaughan believes that this year’s Grand Prix exemplifies simple, innovative strategy that makes a difference.

UCash & Shwapno: Project AgroBanking

Case Study • Bitop Das Gupta, WARC Awards for Asian Strategy, Grand Prix and Category Disruptor Award, 2020

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

Brands should not ignore nuances of the Ramadan journey: ADA

News • 12 March 2020

Brands often make the mistake of creating a single message that they simply flip from subdued to celebratory between Ramadan and the Eid al-Fitr festive periods, according to digital agency ADA.

Mobile internet unaffordable in nearly half of APAC markets

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet across 24 Asia Pacific markets.

Digital takes off in Bangladesh

News • 11 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 Awards 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.

UCash: Standing with the lonely migrants

Case Study • Bitop Das Gupta, WARC Awards 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.

Grameenphone: Giving face to ideas

Case Study • Bitop Das Gupta, WARC Awards 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'.

Atom Gum: Turning challenge into opportunity

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

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

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

Case Study • Ummiya Rahman, WARC Awards 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 Awards 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.

ICC World Twenty20 Bangladesh 2014: Cricket checkmates politics

Case Study • Bitop Das Gupta, WARC Awards 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.

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

Case Study • Noor Samra and Mythili Chandrasekar, WARC Awards 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.

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

Case Study • Ummiya Rahman, WARC Awards 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.

Grameenphone: Internet for all - enabling people

Case Study • Bitop Das Gupta, WARC Awards 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.

Grameenphone: The humane side of technology

Case Study • Bitop Das Gupta, WARC Awards 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.

How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.