As Eid approached, bKash wanted to modernize the tradition of sending and receiving Salami. With many people expected to celebrate this tradition, the challenge was to renew the tradition of bKash Eid Cards. The goal was to keep the same warmth and joy of Eid cards while making it simple through bKash. We also wanted to bring back the fun of sharing Eid cards, this time within the app. To do this, we were required to focus on getting users ready and encouraging more engagement through user-created content.
Client
Bkash
Campaign type
Public Relations
Year
2025
Strategy
To spark conversations and promote digital salami tradition via bKash, we launched an influencer led campaign designed to maximize talkability and organic reach.We carefully selected 28 influencers based on their content performance and audience authenticity. The primary focus was on Instagram, supported by cross platform visibility on Facebook and TikTok to ensure a broader reach during the festive period.Our team worked closely with each influencer to create stories and concepts that tied the Salami tradition to bKash’s “Send Money” and “Request Money” features, while also bringing back the charm of sharing Eid cards in a simple, digital way.This effort generated buzz around digital Salami, encouraging audiences to get their bKash accounts ready for Eid and making "Eid er chaad akash-e salami din bKash-e" a trending ritual of the season.
