The recent Valentine’s Day Campaign launched by Grameenphone has received massive response among the people of the country. Centered around a video launched in Grameenphone’s social media platform on February 12, 2019, it has already created a buzz among the viewers.
The video till date has had almost 5 million views, 27,000 shares and 2,224,165 engagements in the official GP Facebook page alone. This ground-breaking video was directed by Abrar Athar and Purnima Bristi played the key character. The story evolves around a girl who is searching for courage and emancipation from traditional social norms and discovering the meaning of self-love. This storyline actively refutes the traditional theory of Valentine’s Day.
Grameenphone has been an ambassador of transformation throughout its journey, and this year it has started with the conversation on new perspectives and possibilities. In line with the global trend, it has now become more important than ever for the brand to lead conversations that resonate well with the new generation of consumers and emerging youth. The campaign for Valentine’s Day this year builds on the idea of new journeys and explores an area that resonates strongly with people of all ages and social spheres, but talked about by few. It also underlines a commitment to the empowerment of women as a brand.
Sabbir Ahmed, Deputy General Manager of Grameenphone said, “We undertake this project with extra caution while dealing with the sensitive issue which has been considered a taboo in our society. But being the manifestation of progress of Bangladesh, we have delicately dealt with the issue with sound perfection and was able to touch the hearts of millions. We strongly believe that as a progressive brand, we should highlight the issues and challenges of the society. We might not eradicate the challenges but we can definitely be able to shift the orthodox perspective of mass.”
The director of the video Abrar Athar stated, “The topic itself was intriguing enough for me to join the project. This has been a proud achievement for me.”
The video can be viewed at: https://www.facebook.com/littlebigbd/videos/643459982739943/