CHALLENGE

During the 1971 war, radio was the only tool for mass communication, reaching the far ends of Bangladesh. The Bangladeshi freedom fighters formed an underground radio station called “Shadhin Bangla Betar Kendro” and it was used to communicate with the citizens and unite them. The Music that was broadcasted from that Radio Station, played a dominant role in motivating people and uplifting their mental strength during the war. In order to celebrate Bangladesh’s 45 years of freedom, GP Music, the largest digital music streaming platform of Bangladesh, wanted to connect the spirit of independence with their brand.

WHAT WE DID

Our idea was to bring back the experience of “Shadhin Bangla Betar Kendro” to today’s youth by re-creating the 45 year old musical radio content and distributing it with modern day technology in the country’s largest music streaming platform, GP Music. Under the campaign “Shadhinotar Shure”, which means “Rhythm of Independence”, we brought together 3 of the most iconic radio presenters of “Shadhin Bangla Betar Kendro”, to re-create the radio stream of 1971 in the form of a modern podcast. They shared their untold stories and conversed with guests, who were brought in as well. The podcast featured a musical playlist from that time. The entire set of streams was made available exclusively in the GP Music platform, exactly at the same time when the first show of “Shadhin Bangla Betar Kendro” was broadcasted 45 years ago! The campaign was promoted through a teaser video and static creatives in GP Music’s social media pages.

RESULT

Despite the small-scale promotion, the campaign reached over 1 million people. More than 4,00,000 people listened to the podcast through the GP Music mobile app and web platform. The campaign resulted in a 60% increase in overall streaming rate and acquired 117,362 new paid users during that week. Above all, through this special initiative, we brought a little piece of our history to the youth of today as a reminder of our struggle for independence.