What comes with 'Ma'?

In late 2022, Bangladesh faced a severe dengue outbreak that resulted in numerous deaths. Authorities struggled to control dengue mosquitoes, making prevention a top priority for the general population. Experts suggested only usage of effective mosquito repellents like mosquito net could avert a possible epidemic.

Shwapno (ACI Logistics Limited), as a responsible retail brand, took it upon themselves to create a communication that would alert people about the necessity of using mosquito nets. Therefore Shwapno's in-house creative team came with a unique story of an imaginary world where people wear mosquito nets at all times. The humorous video commercial begins with a teacher asking her students what comes with the Bengali letter 'ম', to which they eventually respond "mosquito net". The commercial goes on to portray various scenarios with people wearing mosquito nets, including a vegetable shop, an engagement ceremony, and a final restaurant scene.

Due to its unique portrayal, the video commercial achieved remarkable success, garnering 15 million views; 1.2 million reactions & 38,000 shares on Facebook - making its the most engaging ad of Shwapno at the time. Its impact was not limited to Bangladesh, as it received nationwide media coverage and even crossed borders, sparking conversations and raising awareness about dengue prevention in neighboring countries.