Brandylane 360 Ltd. won the COMMWARD’21

BRANDYLANE 360 Ltd won the COMMWARD’21 in the “Brand Experience and Promotion” category by Bangladesh Brand Forum.

Brandylane 360 Ltd. won the COMMWARD’21

The campaign is “Sasroyee Pusty, Shade Sontusty – A Nutrition Awareness Campaign for Underprivileged Population” one of the biggest campaigns in the dairy industry in Bangladesh- one of the most densely populated countries in the world. An estimated 30 million people still live in extreme poverty. The malnutrition rate especially among women & children remains high due to poor dietary diversity and economic hardship.

Brandylane 360 Ltd. won the COMMWARD'21

With the outbreak of the global COVID-19 pandemic, in 2020 the situation deteriorated – especially for the low-income people of Bangladesh. As per the report from UNICEF malnutrition could aggravate the effects of COVID-19 in mothers and children and make the current crisis an inter-generational one. The greater effort was needed to ensure that essential nutrition services are operating at full capacity.

The main objective behind this campaign was to highlight the importance of nutrition to build up the required immune system during this covid 19 period especially to the lower segment of the society who doesn’t have enough financial ability to consume nutritious food. At the same time demonstrate the importance the COVID hygiene to protect themselves from the possible outbreak of the virus especially the lower segment of the population.

Realizing this need, Arla Foods Bangladesh, the house of the most loved milk brand DANO, came up with the idea to reach the low-income people of this country with the nutrition of milk at an affordable price. The agency partner “Brandylane” teamed up with “Arla” and together launched the campaign “Sasroyee Pushti Shade Sontusty”.

The core idea for this 3-month long campaign was to highlight the importance of milk intake during these pandemic circumstances. Describe the health benefits of nutritious food and send out the message tagging the brand DANO Daily Pushti that milk nutrition can now be availed at a very affordable price with the special SKU & pricing of DDP considering the poor segment of the population. Through this campaign, we wanted to reach a maximum number of people to create COVID awareness & demonstrate the importance of nutritious food intake.

Brandylane 360 Ltd. won the COMMWARD'21

This campaign was executed in different parts of Bangladesh including Dhaka, Gazipur, Savar, Keraniganj, Munshiganj, Mymensingh, Sylhet, Chittagong, Barisal, Comilla & Bogra. Our activation team successfully delivered the message especially in the densely populated areas, marketplaces, slum areas, garments factories & industrial areas.
The importance of nutrition intake, affordable access to milk, and Covid hygiene was demonstrated through audience-friendly voice-over, songs, and drama. Each event started with COVID-19 awareness, mask distribution, and sanitization. To create public attention the highlight of the campaign was introducing the ‘DANO COW’ – a mascot that drawn huge crowd attention and helped to concentrate on the messages.
The activation also provided the opportunity to try nutrition Dano Daily Pushti on the spot. Brandylane360 Ltd. has been successfully partnering with this initiative of reaching out to 1 million people directly & 4 million indirectly since the beginning. The activation has already reached 8.5 lakh people and is soon to reach its target. Improving nutrition can have a significant impact on survival as well as physical and cognitive development and productivity.
Good nutrition, comprising adequate quality and quantity of food intake and reduction of illness is also a basic human right and is an essential input for economic development. Through this campaign, we have also tried to ensure SDG goal “Good Health & Well Being’’ among the susceptible population of the country. And we are proud to be part of such a noble and massive campaign that serves both business and social benefits at the same time!

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