I am the prophet of Underground Meerkating

My name is Hitler, Prophet Hitler 420. No it is not like Bond, James Bond 007. My numbers 420 are module codes taught in Left-Right University, a prominent and first ever private university of Bangladesh. Today in this sermon, I want to tell you about a pilgrimage called Underground Meerkating Summit which is the best thing that I have done in recent times and which is the best thing you will ever attend in your meerkating career. Read on.

The beauty of BUZZ!!!

Social networking, microblogging, instant messaging, twitting... all this make up for the world that we live in. A world which is LOUD, too OPEN for the closed-minded and COMPLICATED beyond definition. Yet we enjoy living in it... complain or not, suffer or not... we do like livin' in this "chaos". Such a world is nothing but a creation of ours; well at least I tend to think so. As we get more and more involved with the "power of the internet" over "actual human skills", we consistently make way for the "new world" to take over the old one, the one we define as our planet... a place where we have lived in for thousands of years. This change isn't a overnight process though; over the years... through the million hours we have spent making this world more a spiderweb, grapevine or whatever you wish to call it.... we have become victims of creating a BUZZ about everything. Everything that moves, every soul that sneezes... makes a BUZZ! In simpler words... we are a victim of the very buzz that we create to keep ourselves content, recognized and most importantly going on for more.

Sitting here in my desk on a random saturday night, with my facebook window open, MSN signed on, gtalk in "away" status... I am conveying my message through a blog. A message against buzz is ultimately going to be promoted via another buzz. That's how ironic the whole process is, yet that is how we have come to accept life as. We live in it, we breathe it, we look forward to creating a bigger and better version of it every freakin' time... We simply are... and will be...BUZZed!!!!

Authored by Sabih Ahmed at http://sabihspeaks.blogspot.com/

Happy birthday dear customer!

No wonder we have become a ‘like’ generation whereby we limit our interactions and expressions to our friends and families through Facebook’s ‘like’ buttons only. Too busy we are sometimes even to post a comment, or a message in the inbox, let alone picking up the phone and chatting for nothing for a while. That is how some friendship has become, while the number of 'friends' in your Facebook list keeps growing, what an irony. So I knew that way that my friend Harun is busy with his life and work in Finland and we never communicated for more than a couple of years now. Everybody is busy. So when he finally decided to show up (on Facebook that is) with a wish on my birthday, all this bitter and void feeling of ‘not being in touch’ disappeared. I was wondering if its true to some extent that people in general are more sensitive, or vulnerable or receptive to attention, or atleast they expect to be remembered on their birthdays. I don’t know if its true for all ages or all gender or for all consumer in all countries or not, may be it’s a human thing that exists sub-consciously even if we consciously deny it. What do you think about it?


In the same note if you notice that your date of birth is one of the most sensitive information companies can collect while you subscribe to their products or services. How many of those companies actually do something with that piece of very personal and unique information of yours when the day actually arrives? Other than letting the data lie dormant in the company’s member database, wouldn’t it be nice if the company could do something to make your day more special to you? Say for example, you get a text from your mobile operator on your birthday exactly when the clock strikes 12 AM saying, “Happy Birthday Asif, you are given 100 taka of free talk time to enjoy on your special day as a gift from Grameen Phone and its staff. Enjoy!’. How would you feel if the brands you love return the same on a day which is very special to you? Similarly the restaurants you visit, the food malls you go to, if at any time they have collected your date of birth, they have all the more reasons to try to connect to you on a personal basis, so that they can send you some gifts in the form of freebies, vouchers to spend or any special discounts for you only valid for that day. The companies should remember however that they should not take this day as another opportunity to push sell or promote a new product, rather the focus should be more on celebrating the customer, his/her loyalty to the brand all through out. One might argue that what happens if birthdays of 10000 customers fall on one day? Or you might argue that this is extra cost for the company in terms of customer service. In that case, its always a good idea may be to either randomise this birthday special treatment within a limit of customers which don’t dent the company’s budgets. But the fact is, its better to communicate to atleast some chosen customers on their birthdays rather than not communicating to anyone at all.


It does not require any market research to predict that consumptions tend to be higher right after monthly pay days. Similarly it’s a general assumption that consumers as a community might be more prone to buying your product during community events such as Eid, Puja, National festivals etc. but if you intend to get connected to users on a more individual level, its worthwhile to plan your activities surrounding their birthdays. Every customer feels like a king for atleast that one day, and your brand can certainly make an impression by showing up with a nice little gift of thanks or appreciation. And finally for those Bangladeshi consumers who are celebrating their birthday today and reading this post, wishing you a very happy birthday and happy consumer experience with Bangladeshi brands!

Marketing Education from Momtaz Madam

Sorry to disappoint you but today's marketing lessons are not by any head-turner, heart-throb, drop-dead-gorgeous, new female faculty in any of the private universities of Bangladesh. As far as I know, this madam does not teach business or branding anywhere, neither any business-branding gurus of our country ever considered her to be of any worth to exemplify marketing lessons. She is the queen of her own queendom and some call her 'folk queen' of modern times of Bangladesh---our very own 'bukta faitta zay' singer---Momtaz.

Up Down Left Right University of Business Assministration

Assmission Test, June 2025

Dhaka, Bangladesh

Question: Compare and contrast the difference and/or similarities between singer Momtaz and Bangladesh Corporate Blog and discuss the marketing lessons from Momtaz. (Marks 10)

Answer:

1. Choice of language:

Singer Momtaz's choice of words in her song lyrics are rather informal and to some extent flirts with weird and/or emphatic expressions. For example some of her song titles, lyric include 'bukta faitta jay' (my heart bursts), 'amar ghum vangaiya dilo re morar kokiley' (my sleep was broken by the bloody cuckoo), 'Bhalobashar dengue jor' (the Dengue Fever of Love), 'Piritir ketha dia...' (the blanket of love), 'Joubon ekta Gold Leaf Cigarette' (Youth is a Gold Leaf cigarette) etc. Corporate Blog also uses informal language of business blogging and very frequently calls politicians and theory-heavy business gurus as 'airheads', 'shitheads', 'idiots' etc. However, Momtaz Apa sings in Bengali while the blog blogs in English. However all of them studied in Bengali medium schools.

2. Target Audience:

Songs of Momtaz Begum target the lower income mass music lovers of Bangladesh. Its unlikely that she will be invited to perform at Le Saigon, Spaghetti Jazz or Kozmo Lounge. Bangladesh Corporate Blog also blogs for mostly students, young entrepreneurs, executives in Bangladesh and abroad. Its unlikely that they will be invited to blue collar corporate events, close door brand prayer sessions followed by dinner and fashion shows.

3. Formal training/education:

Momtaz Apa does not possess any formal degree in music from Shantiniketan or any school remotely linked with music. She got the talent in her genes from her singer father and carried on. She even does not know how to play a harmonium. This blog also does not have any formal structure, its not a company, formal entity whatsoever. The bloggers here did not study business from leading business schools in Bangladesh or in the US. They also have never managed big branded companies in Bangladesh or abroad.

4. Looks:

The choice is pretty much clear if asked to decide between singer Mila and Momtaz. Similarly between the bloggers here (please click) and perhaps Shah Rukh Khan or Brad Pitt.

5. Existence:

Even though established, well-educated and well-trained singers of Bangladesh might frown at the popularity and singing prowess of Momtaz Madam, they can't deny that 'she exists' and she is out there big time. They like it or not, there is a sizeable number of people who like her music and treat her as their entertainment queen. Similary, some like it or not, this blog exists big time in the internet, thanks to high organic search results in Google (70%) and total dominance for keywords like 'bangladeshi business blog', 'bangladesh corporate', 'bangladesh blog'.

Marketing lessons from Momtaz Madam can be elaborated as following:

1. Be a People's Brand:

Singer Momtaz sings as if she represents the mass music lovers of Bangladesh. Most of this group either belongs to the rural areas or the lower income urban population. However, recently students, youth are showing keen enthusiasm to her music mostly because of her candid lyrics, flamboyant voice and 'care-no-one' attitude. So think about how your businss/brand represents, connects to the mass. Many fans of Momtaz consider her to be their relative and a household name, source of entertainment and inspiration. Can you say the same for your brand? Do your consumers consider your brand a naturally inseperable member of their family?

2. Practice Brand Conviction:

Although Momtaz Madam is renowned for her bold choice of words in her songs, it rarely appears to be vulgar. This is because she reflects conviction through her voice, its pitch. As if she firmly believes in what she is singing which enforces the conviction through her performances. Does your brand radiate your passion to serve? Does it appear naturally or seems fake?

3. Preach Comfortable Coexistence:

Momtaz as a brand comfortably exists with other singers not only in the folk music segment but in the overall music industry. She does not seem to show off that 'air of celebrityness' or degrade other so called 'established and trained' singers. She is warm and welcome to any other form of music. This openness has contributed to her brand being perceived as generous, down to earth and accessible, thus adding to her viral popularity. Does your brand exist comfortably with your competition and still the consumers choose you among other options?

4. Have a Brand personality:

Momtaz's voice, composition and lyrics are unique, authentic and people seem to talk about it, either to appreciate or tease, but they still talk about it. These elements signify the 'human-ness' of her brand as a person. Does your business/brand have a face or is it faceless? Can you define, feel its personality?

5. Tickle a taboo:

A key element for a brand to become famous or infamous in Bangladesh is if it tickles any social taboo. It works. If we consider a woman singing not only about mushy love and romantic Bangla songs but actually inferring sexual hints, swear words or using street language and metaphors not many musicians would dare to experiment with, Momtaz did it all and it still works for her. Many of her fans like her because she is daring, she is a music maverick and through her antics she seems to tickle many social taboos that exist in Bangladesh. That is why she is popular, for the right reason or wrong...but she is. So if your brand manages to tickle any social taboo, rest assured your brand will gain the essential word of mouth spread that is required during launch or growth. Sex, polygamy, adultery, contraceptions, nudity, even affirmative women are in some cases considered to be sensitive issues not to be discussed in public. If you do, you will throw stones at the bee-hive.

6. Show your Brand Robinhood-ness:

Personal Social Responsibility (shall we call it PSR, as opposed to CSR?) is at the core of the brand Momtaz from the word 'go'. By setting up eye hospitals, by allying with social agencies, NGOs to spread social messages on health, education etc. Momtaz shows the socially responsible side of her business/brand. She seems to be the Robinhood among her followers, fans...robbing the rich of their fakeness, vanity, prejudice and distributing truth, sincerity, love among the masses...that is what she does. What is that 'Robinhood-ness' of your brand? You literally don't need to steal or snatch things away from the rich and wealthy and distribute it to your constituents but it works if your brand shows generousity, acts of free give-aways and free love...consumer love it. Please don't attempt to steal tins, food grains etc. reserved and meant for relief purposes though, that might have a boomerang effect.

End of exam.

In case of emergency, cut rope

A topic gathering enough interest lately is that of Generation G. To add to the ongoing conversations about charity, corporate social responsibility, consumers are also expecting companies to be generous through different ways.

Aircel, an Indian mobile operator took advantage of nature's adversity during monsoon rains in Mumbai and showed brand love and generousity to its customers by putting up a real inflated boat on a billboard, tied it with ropes and printed 'In case of emergency, cut rope'. I think this is a great example which proves that companies need to move beyond creating branded bus stops around cities, branding traffic islands, putting up their advertisements in virtually every single eye-space available and rather do something really innovative, keeping in view the local context, or even the natural phenomenon i.e. monsoon, floods, in this case. Similarly acts of distributing blankets during winter to poor people, arranging free eye clinics etc. are all tried and well received from time to time to show the caring side of the brand. But how many times does it actually makes the connection with the consumer and how long does the customer value that connection? As the idiom goes 'A friend in need is a friend indeed', consumers would rely on those brands only who stood next to them during bad times, hour of need and emergency.

World’s largest marketing Communications Agencies Network ComVort ties up with Bangladesh’s Roop

Roop of Bangladesh has recently joined ComVort Group Worldwide, a powerful alliance of the world's largest and leading independent marketing communication agencies network headquartered in Barcelona.

The Group's member agencies 'Work within the marketing-communication branch in almost every metropolis across the globe, ComVort has been ranked as the top global independent agency network by ‘Advertising Age’ (USA), with over 172 offices in 143 cities of 73 countries, 4,300 employees, 5,000 clients and services offered in over 47 languages. Revenue in USD 669,000,000.

The very structure of ComVort characterises the philosophy on which it was established - Think Global, Act Local, which provides for a more competitive and productive advantage over traditional integrated service agencies network.

All ComVort members offer a vast depth of knowledge of the social and cultural makeup of local consumer and marketplace. This, coupled with access to global knowledge base and expertise in diverse communication fields would give Roop, as a ComVort member, the edge to deliver exceptional value to their clients like Pan Pacific Sonargaon Hotel, Banglalink, Lafarge-Surma Cement Ltd, SEDF, Kohinoor Chemical, Cute, Labaid, Dekko Group, BKMEA, Samsung, Thai Trade Centre, Philips etc.

As part of the ComVort Group, Roop Bangladesh can also offer local companies with international business, access to a large network of prompt, efficient and highly involved marketing and advertising agencies in all continents.

Given its strategy to strengthen network in developing markets, both Mr Karl Jacobi, Chairman of ComVort Group and Mr Yusuf Hassan, CEO of Roop Communications, stood committed to the success of its local and international business partners in Bangladesh.

Promoting Art through IT

When Pohela Baishakh comes we see Dhaka get painted with different shades. We know who do this great job to make this colorful spectacle. They are the students of Art College. Every year a good number of students are passing from the CharuKala Institute. We know they have quality but do they really have a chance to prove it? Currently, they don’t have an effective enough platform to do what they do best and earn money in doing so. But a simple idea can change all that.

How many people of our country buy painting or creative works? Its minuscule compared to how many people buy it globally. Who says Bangladeshi aspiring artists need to sell to Bangladeshi buyers only? If we get rid of this notion and apply the wonderful world of World Wide Web in the selling process, it can really do wonders for the aspiring artists of the Art College.

Introducing marriage of IT and Arts to create a promotional website for CharuKala Institute. When a student at CharuKala Institute enrolled then s/he will get a user ID and password from the Institute to access the website and upload his/her portfolio on there. This way each and every student would get a chance to upload the images of his/her works. Then there would be option for adding price, postal change (FedEx, DHL, UPS local EMS and so on). When someone would purchase something then the amount could be divided in two parts. XX% of the total income could go to the owner of the art work and the rest YY% could go to the account of CharuKala Institute as a service charge or so.

Globally web 2.0 sites like Flickr are doing wonders for the art and photography world. We can replicate the same model here.

Our grandmas can tell story with socks

Swiss Netgranny is a collective of 15 grannies who knit socks on demand and sell them online. Customers can choose their favourite granny from a gallery of 'Grosis', which includes information on why the women knit ('not for money, just to pass the time') or about their professional credentials ('at age 6, I taught my 4 year-old sister to knit'). Customers pick the colour of their socks, or opt for a surprise design. After placing an order, their personal sock-knitting granny will take approximately two weeks to knit the pair of socks, which are sold for CHF 39 (USD 33 / EUR 26) a pair, including delivery. Netgranny was founded by Swiss fashion label Tarzan, who have created a product loaded with storytelling opportunities. While socks are generally a bland clothing commodity, this line of foot apparel lets customers pull up the leg of their trousers and share a great story with their friends or family.

Amazing concept isn't it? With hundreds and thousands of 'nanimas' and 'dadimas' at our homes and back at 'desher bari', will any Bangladeshi corporate come forward to patronize and brand these old women, whom we otherwise would have thought, useless or not worthy of generating income. If Farzana Shakil, Aneela Haque and Maheen Khan are the upstream fashion designers, who knows we can promote some 'buri nanis' from rural Bengal to start carve a niche in the designers wear market, albeit from the downstream. Bibi Russell can think about it.

Warid's Marketing Team

I find opinion posted by "Red & Green" about 'Warid and 786' has strong appeal.

In addition to Warid's market segmentation based on spirituality and Islam....I want to say two things:

1. First of all: Warid's latest campaigns display: "Now 24 Hours - 25 Paisa". The font size of "25 Paisa" is too big to be misguided to overlook "Per 15 seconds". This is a kind of unethical marketing practice. Because most people would read this as "25 paisa / min". Moreover, this is an used method. Citycell used this type of communication 2 years (approx) ago.

2. Another thing has come to my observation. Warid is spreading too many slogans at a time. like: "be heard...be young...be ...." Probably I myself found more than 05 slogans. If a brand is positioned with multiple slogans within same segment with same products, you know, marketing people outside Warid would naturally be doubtful about marketing people inside. Either they are not competent, or they are not allowed freedom to work!