Grameenphone's iconic "Cholo Bangladesh" song, deeply intertwined with national pride around cricket, needed to evolve. The challenge was to broaden its appeal beyond the sport, capturing the spirit of a nation progressing on all fronts and resonating with a younger generation. 

Anthem of Progress: Beyond Cricket 

Famous

Grameenphone recognized the cultural power of "Cholo Bangladesh," a song already loved as a cricket anthem. However, Bangladesh has made remarkable strides in numerous development markers, and "Cholo Bangladesh" has morphed into a beacon of hope and a source of genuine inspiration for millions. Grameenphone partnered with Grey to tap into this existing emotional connection, transforming it into a powerful narrative of national achievement that transcended sport. By showcasing success stories across diverse fields—from infrastructure and technology to individual achievements—the campaign tapped into a wellspring of national pride, amplifying the song's impact and uniting Bangladeshis in a shared journey of progress. The campaign included strategic partnerships with 25 brands, offering youth exciting lifestyle value through "Cholo Bangladesh" themed merchandise. Immersive experiences like the "Cholo Bangladesh Concert," attended by 25,000 people, brought the campaign to life, fostering collective pride and excitement. 

Effective

• 1.2x Increase in Brand Preference Among the Youth 

• 1+ Billion Impressions Across Various Platforms 

• 66,000 Cholo Bangladesh T-Shirts Sold in 9 Days