Once again, it’s time for “Shopno Jabe Bari Amar by Grameenphone”. However, the past year has been very difficult for all of us. The global pandemic has changed the way we used to celebrate special occasions with our loved ones. Conceptualized by Grey Dhaka, this years’ Eid campaign from GP carries the same essence of ‘Shopno Jabe Bari Amar’ over the years but with an important message.

In the context of Bangladesh, returning to one’s hometown on special festivals is a very common scenario. Even though people get accustomed to it with time, but the emotion that is attached to the journey of going back to the roots is something that never gets old.

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This years’ Eid OVC from Grameenphone promotes the importance of maintaining safety measures in this critical time and also represents that the celebration of festivals can be distant yet joyful.

The story showcases the warmth of a kid’s heart who wants to visit her grandparents on Eid. Being aware of the uncertainties caused by Covid-19, her parents surprise her with a beautiful gesture by connecting the maternal and paternal grandparents all together through a strong network, even though they were hundreds of miles away!

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Considering the state of people rushing to their villages maintaining no precautions, you might be wondering about the point of Grameenphone coming up with such a campaign.  Well, as much as positioning is vital to create a sustainable brand for the future, it is equally important to acknowledge that brand messages can shape consumers’ minds. With this particular OVC, Grameenphone has again tried to influence the audience to do the right thing.

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