Ep 55 : Bitop Das Gupta of Grey Bangladesh on Purpose Driven Marketing Campaigns like UCB Agrobanking (Cannes Lions Winner Case Study), Grameenphone Telenor Campaign, Gen Z

How does the  world’s first solution to transform fresh fruits and vegetables into bank account and savings work ?  Could you share the challenge and insights that led to this campaign? What was its impact?  What are some of the emerging trends/ insights observed of GenZ consumer segment ? How can marketers leverage it ?  Bitop answers the above questions and many more as he talks about the very celebrated campaign by UCB Agrobanking  (Winner of Many Cannes Lions, APAC Grand Effie, Grand Prix at WARC for Asian Strategy) . Bitop Das Gupta is AVP & Strategic Planning Lead at Grey Group Bangladesh.  Please  connect with him at https://www.linkedin.com/in/bitopdasgupta/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please connect with Jasravee on Linkedin at  https://www.linkedin.com/in/jasravee/  Email Jasravee at [email protected] 00:00  Introduction to Bitop & Preview  01:25  Cannes Winner Case Study - AgroBanking by UCB and Shwapno  15:40  Grameenphone, Bangladesh- Brands Causing Positive Change   18:30  Segment Gen Z -Definition,  Insights, Trends  24:55 Rapid Fire - Personally Speaking with Bitop  27:53 Connecting with Bitop Over 33% of Bangladesh’s population are without a bank account and most of them are farmers. They live off the land, without  the ability to access credit or savings and are stuck in a vicious cycle of poverty due to the unfairness caused by the middlemen.  Now, inequality and poverty are often accepted as age-old parts of the society, impossible to change, but Project AgroBanking  challenged that and brought positive change in the perception and behavior of the unbanked farmers by letting them use their  excess produce as currency and turning fresh produce and vegetables into bank accounts and savings AgroBanking is a two-party platform where the currency to deposit into bank accounts is not hard cash, rather it’s the  fresh produce. To convert fresh produce into money, UCB partnered with Shwapno, the largest retail chain in  Bangladesh. Shwapno has stores in all the major urban centres and they already source fresh produce from the marginal  growers across the country.  Follow Jagged with Jasravee on Social Media Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #purposedrivenmarketing  #canneslions #meaningfulbrands