• Advertisement Selection:

Banglalink Featuring Mr Azad Abul Kalam, Chairman And Managing Director,

Azad Products LTD and Grand Azad Hotel.

Concept and Behind The Scene:

The creative agency is Cogito Marketing Solutions; Creative Director is Razeeb

Hasan Chowdhury and film directed by none other than Amitabh Reza.

Summary

Gone are the days of advertisements with product-specific features only. The

viewers are now welcoming creative television commercials sporting social

messages, the company’s goodwill gestures and even depicting real life stories.

And this one, very imaginatively visualises a one minute forty second true story.

The latest rendition of Banglalink’s Din Badaler Cheshta, produced by Banglalink

and Cogito Marketing Solutions and directed by Amitabh Reza essentially narrates

the story of Abul Kalam Azad, chairman and managing director of Azad Products

Pvt Ltd, who dreamt his dreams, struggled hard, and achieved them. Although,

like other advertisements, it aims at cashing in on melodrama, there is no denying

that owing to the nature of the story and the actual events having taken place, it

carries a spirit of great achievement. The commercial summarily depicts Azad’s

struggle from a poor village youth to what he is today. All the sets have been

minutely constructed – the bus, brandings, newspaper, horse rides and even the

beautiful belles in their 70’s fashion – bringing the feel of that time to life. At one

stage, when the narrator voices – herey jabo boley toh shopno dekhini – one feels

a strong hair-raising adrenalin rush. The advertisement opens with monochrome

visual - Azad’s childhood endeavour of trading coconuts from one village to

another.

Azad soon became a lodging tutor just to earn a living and at the same time

regularly visited spots like Baitul Mukarram mosque area, New Market,

Parliament House, Sadarghat and more.

Today Abul Kalam Azad is heading large corporations like Azad Printing and

Packaging, Grand Azad Hotel, A to Z computers and Education, Scan builders and

more. Along with maintaining growth of his business and ventures, he has

involved himself in various social activities like saluting mothers who have given

birth to famous people.

Reasons for choosing this advertisement:

This advertisement is part of a series of advertisements sponsored by Banglalink

by the title “Din Bodoler Chesta”.

Interestingly, despite being a mobile connection commercial, not once does the

one minute 40 second reel, refer to any mobile phones. ‘The mobile phone has

not been shown here intentionally – the objective is to reinforce the platform for

the corporate brand and create a strong link between ‘making a difference’ and

Banglalink .It is intended that irrespective of situation or characters, people

should associate Banglalink with ‘making a difference’ and vice versa. In addition

to the emotional link, Banglalink wants to inspire people to never lose hope and

move ahead to make a difference,along with their slogan “jekhanei achhe

din badal er cheshta shekhanei achhe Banglalink.”

I have chosen this advertisement because I think and strongly believe that this is a

life changing commercial. Banglalink is promoting themselves through Icons of

Bangladesh and conveys some serious social messages as part of their

responsibilities.The idea depicted here is that if anybody has a strong will and

strive for success he is bound to get it. Banglalink believes if you think of a

business from this era and If you want to succeed, the business thoughts need to

be contemporary as well. And if you are trying to make a difference Bangalink will

guide you through the way.