Case Study

Robi Invokes National Spirit Across Generations in Successful Victory Day Campaign

The Background

For Bangladeshis, the victory in the Liberation War has lived on for decades, with deeply ingrained emotions in regards to the noble contributions made by the honourable martyrs, who sacrificed their lives in the name of freedom. As such, Bangladeshis celebrate Victory Day on December 16th, as it commemorates the victory of the Bangladeshi forces in 1971’s Liberation War against Pakistan.

During wartime, empowerment speeches or patriotic songs would be played over the radio to give freedom fighters the strength they need to carry on with their objectives and goals. During the Liberation War, these songs were instrumental in raising the morale of the fighters, which in turn helped them secure the decisive victory. 

The national spirit invoked by the Liberation War victory has lived on primarily through these iconic patriotic songs, written to serve as a reminder of the sacrifices made by those who fought in the war.

Research have showed that these songs have a major sympathetic value across generations as it resonates with their feelings for the honourable martyrs. 

For the older generation, these songs carry strong emotional reminiscences. For the younger generation, these songs lift their spirits and boost their emotions. 

Robi decided to recreate the song “Nongor Tolo Tolo” with two generations of musicians playing together in order to create a new wave of emotions and a formidable national spirit of independence across the country.

For Robi, it was a brilliant opportunity to recreate the iconic song through the campaign as a way of connecting with the community and invoke their national spirit. At the same time, this can also help them stand out as a brand in the telco industry.

The Objective


Our primary objective was to create a national buzz among the mass audience. We wanted to reconnect them with the brand through emotions.

As such, we wanted to establish the brand’s consideration and top of mind awareness (TOMA) in the customers’ mind by providing them with a feel-good factor about the brand itself.

Aside from that, we wanted to carry out this campaign in order to welcome and combine two generations together in a song that they both can feel attached to when the meaning of Victory Day comes to their mind.

The Strategy

Victory Day has a powerful sentimental value of sacrifice attached to it as Bangladeshis take great pride in such selfless sacrifice, especially in the name of freedom.

Our research have shown that a great amount of time gap was observed between the generation of people who were born in the 19th century as they had witnessed and participated in the Liberation War directly, and the younger generation that knew about the war through stories that has been told to them by their parents or grandparents. 

To establish the connection between these two generations, Robi wanted to leverage on this finding whereby patriotic songs can create a strong bond between generations. The thought of finding a suitable song and giving a platform to the people from both generations to present the song together with a renewed enthusiasm seems to be the key way forward in reliving the feeling of independence once again after so many years.

Our 3 key findings to take this campaign further were:

  1. The feeling of emotional attachment for Victory Day is the same, regardless of the gap between the generations.
  2. Individuals from across generations have the same enthusiasm to participate and give tribute to Victory Day if a platform or an opportunity is given.
  3. Audience engagement and brand love can be established convincingly if such opportunity can be proposed from a renowned brand like Robi.

We came up with a way to celebrate patriotism with a historical patriotic song that connects all generations together, honouring all the liberation fighters of the Liberation War.

To commemorate Victory Day, we recreated an iconic patriotic song with musicians from two distinct generations.

The Execution


We wanted both generations to engage in this campaign by sharing their favourite patriotic songs and contributing to Victory Day. As a result, each phase of this campaign must develop in such manner that supports both logical and emotional characteristics of a successful campaign.

This campaign started off with a call to action posts and banners which led us to select one preferred patriotic song for this campaign. These call to action posts feature several famous and influential artists, in which they asked the viewers to submit one of their preferred patriotic songs.

Based on the results for the call to action posts and banners, the iconic song “Nongor Tolo Tolo” was selected. 

Following this, the influencers mobilised to instigate the campaign further. Musicians were selected through a similar process of submissions via social media.

These selected musicians are paired with singers from the Liberation War songs, and together, they recreated the iconic song. The campaign had a significant digital presence, as well as stable presence across other media platforms. 

This special content was broadcasted on TV, social media, and radio, all of which received a massive response from all over the country. People really enjoyed this campaign, spreading their love by sharing the content to their friends and families, while also encouraging them to do the same.

The campaign was able to achieve significant traction and increment for Robi’s Digital Reputation Score (DRS), which is a personalised score system unique to Axiata Group and its Operating Companies.

The Results

32.3%

Increase

in Q3
Digital Reputation Score (DRS)

126.3%

increase

in number of likes

49.1%

increase

in Q4
Digital Reputation Score (DRS)

100.4%

increase

in Facebook audience activity

46.5%

INCREASE

in audience brand health

106.7%

increase

in number of audience comments

1.2K%

increase

in number of total shares

10.6 MILLION

total video played

6 MILLION

total views

on Youtube

7.1 MILLION

reached

for post engagement on Facebook
announcement phase teaser

10.9 MILLION

reached

for post engagement
on Facebook

 The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.