THE CONTEXT

For 2025, bKash wanted to weave its payment service into the daily lives of millions of Bangladeshis. During the high-sentiment period of Ramadan, the brand positioned itself as the essential hero in every daily payment moment, making its core message, "Shob Moment e bKash Payment," feel both relatable and necessary. The campaign's goal was to prove bKash was not just an option, but the natural choice for every payment transaction.

THE IDEA

To connect with its audience, bKash turned to TikTok, crafting eight native, short-form videos that told authentic, slice-of-life stories.

This strategy was built on a blend of digital tools. The brand used TopView to emotionally engage a vast audience. TikTok's powerful algorithm was used for hyper-targeted advertising and relied on a IPSOS Ad Effectiveness Study to measure the campaign's true impact on key metrics like recognition and user perception.

The creative assets were specifically adapted to the platform to ensure a seamless and organic brand presence, solidifying the emotional connection with the audience.

THE RESULTS

• +18% Brand Perception

• +25% Brand Linkage Absolute Lift      

• +24% P3M Usage