Igniting national spirit with Robi’s patriotic rendition on Victory Day
Telecommunications
The Results
The Challenge
Robi embarked on a mission to create a nationwide sensation that would not only reignite emotional connections with the brand but also establish it as a top-of-mind choice among the masses in Bangladesh. Drawing on the enduring power of patriotic songs from the Liberation War era, a campaign was devised to bridge generational divides and honor the valiant fighters of that pivotal period.
The Solution
The strategy was executed in two key phases. First, the iconic patriotic song “Nongor Tolo Tolo” was selected as the centrepiece of the campaign. Next, influencers were engaged to lead the initiative, while musicians were selected through a community-driven process to collaboratively recreate the beloved anthem.
The campaign was supported by an integrated digital marketing strategy, with promotion across television, social media, and radio to maximise audience reach and engagement.
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