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