The topic was to design a nation-wide campaign against food-adulteration with a target of reducing adulteration by a significant percentage within the next five years. This presentation won us the biggest branding/marketing competition in the country, Brandwitz '14.

1. grand finale

3. PRESENT SCENARIO
At least 501 people visit hospitals everyday for diarrheal diseases
150,000 children die every year within first 4 weeks of their lives
From production to consumption: all parties involved
Recent surge in cancer, cardiac & organ failure patients
70%-90% food items in the market is adulterated

4. ‘BANGLADESH PURE FOOD ORDINANCE 1959’ REPEALED BY ‘SAFE FOOD ACT 2005’
PROVISION OF MAXIMUM 5 YEARS’ IMPRISONMENT OR A FINE OF BDT 10 LACS OR BOTH
FINE TO BE DOUBLED IN CASE OF REPEATING OFFENSE
BANGLADESH FOOD SAFETY AUTHORITY (BFSA) RESPONSIBLE FOR THE ENFORCEMENT OF FOOD LAWS
BSTI: THE SOLE BODY TO LOOK AFTER THE QUALITY OF PRODUCTS

6. Lack of sustained and appropriate implementation by the authority
Ill-mentality of gaining super profits at any cost
Lack of knowledge among adultererators
Absence of participatory system of consumers
Financial constraints of small scale retailers The CORE issues

7. Lack of implementation by the authority
Lack of integration between laws
Lack of coordination between governing bodies
Poor planning
Political influence & corruption
ASSOCIATED
SYMPTOMS

8. Ill-mentality of gaining super profits
Knowingly using adulterants
Not paying fair price to producer
Use of pesticides
ASSOCIATED
SYMPTOMS

9. Lack of knowledge among adulterators
Unaware about the severity
Using excessive adulterants
Unaware about food laws
Using excessive pesticides
ASSOCIATED
SYMPTOMS

10. Financial constraints of small scale retailers
Cannot afford to make loss
Unable to avail storage facility
Cannot find any other option
ASSOCIATED
SYMPTOMS

11. Absence of participatory system of consumers
Consumers blaming the authority
Consumers not playing an active role
Compromising attitude
ASSOCIATED
SYMPTOMS

13. %
Percentage of food adulteration: 80%
Percentage of food adulteration: 20%
25%
Reduction
15%
Reduction
10%
Reduction
5%
Reduction
5%
Reduction
Year one: 2015
Year two: 2016
Year three: 2017
Year four: 2018
Year five: 2019
2014
2020

15. TARGET GROUP oNE
Adulterating out of obligation
Entry Points of Dhaka
Food manufacturers, processors, wholesalers, retailers
VisitingBazaars
Residing in Urban Areas
Unaware about severityof adulteration
Lower social class
Television Viewers
Bangla Cinema Viewers
The ones who adulterate
Adulteration high in urban areas
Primary exposure through these mediums
Need to be educated
Likely to be the most effective touch point
Used as a touch point relevant for the TG
Most adulterators fall into this category
Most likely to change

16. TARGET GROUP two
Educated, Concerned, Health conscious
Peoplevisiting Bazaars
Adults (25 Above)
41% of population
65 million
Parents andHousewives
Living in Urban Areas
Mobile Users
Lower middle class toHigher middle class
Television Viewers
Newspaper Readers
The ones making the purchases
Adulteration high in urban areas
Primary exposure through these mediums
Access to basic technology
Typically buying for family
Used as a touch point relevant for both TGs
Likely to be exposed to the touch points
Likely to take active steps

18. YEAR ONE
2015

21. Intended to focus on the severity of adulteration
Appealing to the guilt factor
Comparing adulterers with murderers
Time: January 2015
TG: TG 1
WHY? Hitting the conscience

23. Time: January 2015
TG: TG 2 and TG 1
WHY? Encouraging to take on an active role
Tagline:
Wearing t-shirt, distributing leaflets, engaging conversations
600 volunteers flooding the streets on a particular day
Celebrity presence (Razzak, Zafar Iqbal, MushfiqurRahim)

27. REALITY SHOW:
A crime
television show
To be aired on
Channel i
Magistrates to catch adulterators with the help of
Sting operation
Mugshotswith placards
Time: January 2015
TG: TG 1 and TG 2
WHY? Toget the TG’s maximum attention

29. A force dedicated towards stopping food adulteration
Recruitment from Bangladesh Police and Ansar
Stationed in Bazaars, city entry points and loading/unloading points
Primary job: Monitoring, surveillance and detaining
24 Hour Hotline: Tending to consumer complaints
Time: January 2015
TG: TG 1 and TG 2
WHY? Toensure the implementation of laws

31. : special episode
Cricketers to go to bazaars to raise awareness first hand
Utilizing the hype of
cricket world cup 2015
Featuring national cricket team
players
Non-adulterators to be rewarded by the cricketers
Time: February 2015
TG: TG 1 and TG 2
WHY? Tocapitalize on the world cup hype

33. Recognizing stores as ‘
Stores to be monitored on a
regular basis
Time: March 2015
TG: TG 1 and TG 2
WHY? Giving recognition to honest traders
Stores providing unadulterated products to be identifiedlogo to be put on flanges

35. Time: April 2015
TG: TG 2
WHY? Using the festive mood
UnadulteratedHilshafish to be available in reasonableprice
3-day event before
Venue:

37. Collaboration with Channel Iand
Time: April 2015
TG: TG 1
WHY? Audience relevant to the target group
Special segment to be included
Storingand preservationtips to be given

39. CALLS FROM CELEBRITIES
Previously recorded messages to be communicated through phone calls
Time: 2016
TG: TG 1 and TG 2
WHY? People generally listen to their idols
Raising awareness being the main objective
Influential celberitieslike ShakibKhan, Momtazand MushfiqurRahim to be involved

41. Imam preaching
Time: FromJune-July 2015
TG: TG 1
WHY? Imam preaching has high influence
Using Quran and Hadith quotes
Ramadan and Eid-ul-Adha
Bangladesh: the most religious country tied with Niger
Using people’s religious sentiment

43. SETTING SHWAPNO AS AN EXAMPLE
Time: 2015
TG: TG 1
WHY? To bring supermarkets under governance
Highlighting Shwapnoas the first government approved supermarket
Thus, driving other supermarkets towards getting the approval

45. COLLABORATION WITH
Time:2015
TG: TG 2
WHY? Using the brand image of ProthomAlo
Using the platformto be featured
Incorporation with

47. FEATURE COLUMNS
Time:2015
TG: TG 2
WHY? Capitalizing on influential figures
Prominent writers like Muhammad Zafar Iqbal and AnisulHaqueto be featured

49. PROMOTION DURING BANGLA CINEMA INTERVAL
Time:Starting from 2015
TG: TG 1
WHY? Major source of entertainment for the TG
TVCs shown during Bangla cinema intermissions at select theaters
Reaching through natural touch point

51. Promotion through
Time:2015 and 2017
TG: TG 1and TG 2
WHY? Capitalizing on the image of
Improved scenario to be portrayed in 2017
Mass reach to both target groups
Current scenario and to be featured in 2015

52. YEAR TWO
2016

54. On-hand training
Time: 2016
TG: TG 1
WHY? Less damage>> less adulteration
Collaboration with NGOs for HR support
Training to be provided to select vendors
Trainingon preservation and packaging

56. Collaboration with
Time: June, July 2015
TG: TG 2
WHY? Highly popular show among housewives
Special segment dedicated to the purpose
Raising awareness on how to avoid adulterated food
Reaching a major portion of the target group

58. (folk song)
Time: December2015
TG: TG 1
WHY? The emotional appeal influencing the TG
Happening suddenly in bazaars
Warning adulterators through musicals

60. continued: heroes
Time: January 2016
TG: TG 1
WHY? Rejuvenating the hype of the show
Vendors who did not adulterate and/or helped catch adulterators to be branded as heroes
Life and struggle of these vendors to be portrayed

61. YEAR THREE
2017

64. Time: June, July 2017
TG: TG 2
WHY? Direct reach
Awareness building activations (E.g. leaflet distribution, use of mic) to be carried out
Trucks regularly stationed in strategic locations to sell ‘food

65. YEAR FOUR
2018

69. TEXTBOOK INCORPORATION
Time: 2018
TG: TG 1
WHY? Kids are likely to discuss at home
A story of an adulterator and his daughter
A lesson for a lifetime

70. YEAR FIVE
2019

72. Documentary:
Time: 2019
TG: TG 1
WHY? To inspire adulterators to change
Ex-convicts and/or fine payers to be featured
The story of how they turned their lives around

73. The advertisements to be circulated in:
BTV
Channel I
ATN Bangla
ATN News
Independent TV

74. Online platforms:
Facebook Page

75. Strategic locations
Major bazaars such as, KarwanBazar, New Market Bazaar etc.
Entry spots to the cities
Loading/unloading spots for transportation vehicles
Loading/unloading spots at harbors/launch terminals
Around waiting spots for guardians outside schools

76. Newspaper coverage:
The Daily Star
ProthomAlo
KalerKontho
Ittefaq
Bangladesh Protidin

77. Truck branding (Truck body):
Food transportation trucks


78. Campaign OVERVIEW
YEAR ONE
YEAR TWO
Ghatok, Jagoron, HaateNaate, ShasthoPolice, Bhejalmukto, IlishUtshob, Hridoyematio manush, Celebrity Calls, Imam preaching, ProthomAlo, Bangla Cinema
YEAR THREE
YEAR FOUR
On-hand training
MonohorIftar
Gambhira
HaateNaateContinuation: Heroes
Bhejalmuktokhadyo
Truck
Parallel family TVC
Food cycle TVC
Textbook incorporation
Documentary: Ghuredaranorgolpo
REDUCING PERCENTAGE OF FOOD ADULTERATION TO 20% BY 2020
YEAR FIVE

80. Reduction in food adulteration
Feedback from স্বাস্থ্যপুলিশ
TRP of reality show
Response from activation campaigns
Hot line call frequency
Monitoring and evaluation

82. Evaluating present plan
Contingency planning
Adjusting frequency of atl/btlactivities
Analyzing the feedback

84. Financial challenge
Challenge: High promotional cost
Solution: Greater return in long run

85. marketing challenge
Challenge: Diverse and huge target population
Solution: Planned segmentation, well-directed campaigns

86. administrative challenge
Challenge: Weak food inspection and enforcement services
Solution: Inclusion of

87. MANAGEMENT challenge
Challenge: Regulatory bodies with overlapping responsibility areas
Solution: Implementation of the Safe Food Act 2005 which states that coordination is to be conducted by Bangladesh Food Safety Authority

89. CAMPAIGN GANTT CHART (1)
Year One
YEAR TWO
YEAR THREE
YEAR FOUR
YEAR FIVE
Haate-Naate
Shastho-Police
Cricketer Field Campaign
Hridoyematio manush
HilshaUtshob
GhatokTVC
IMAM PREACHING
Jagoron

90. CAMPAIGN GANTT CHART (2)
Year One
YEAR TWO
YEAR THREE
YEAR FOUR
YEAR FIVE
Vejalmuktologo
Ittyadi
Audio Clips
On hand training
Feature columns
Gambhira
NGO AFFILIATION
Alternate Scenarios TVC

91. CAMPAIGN GANTT CHART (3)
Year One
YEAR TWO
YEAR THREE
YEAR FOUR
YEAR FIVE
Bhejalmuktokhaddotruck
Food cycle TVC
DOCUMENTARY

93. BUDGET: MASTER
Sl
Item
Cost
1
Year One
39,053,875
2
Year Two
16,157,750
3
Year Three
5,495,250
4
Year Four
4,995,250
5
Year Five
4,995,250
Total
70,697,375

94. Social return on investment
Sl
Item
Return
1
Year One
1.05
2
Year Two
1.97
3
Year Three
4.82
4
Year Four
2.20
5
Year Five
2.20
OVERALL
1.72