A Tagline Comes Alive: Ekshathe bKash hobe

Making a Payoff Line Come Alive: A Bangladeshi Case Study on OOH Innovation by Jarvis and bKash

Background:
When bKash - Bangladesh’s number one MFS brand - onboarded Hamza Choudhury as brand ambassador, it marked more than a celebrity announcement.

bKash has long shaped culture through ambassadors like Afran Nisho and Mehazabien Chowdhury - top tier celebrities in Bangladesh - to amplify its brand and reach the hearts of customers through their favorite spokespeople.

At the same time, Hamza: a Bangladeshi descendant who built his career at Leicester City F.C., chose to represent Bangladesh from a place of patriotism. For a football-loving nation seeking global representation, he symbolized belief and resurgence.

The opportunity was clear: amplify football’s re-emergence in a way that made “togetherness” real and not rhetorical.
Idea

Jarvis and bKash reframed the ambassador launch from endorsement to participation.

Instead of centering the campaign solely around Hamza, we designed a system where users could stand beside him quite literally.
Through augmented reality, we collapsed the distance between icon and individual. If football belonged to everyone, then everyone deserved to be in the frame.

Execution:
A custom AR filter allowed users to generate dynamic visuals alongside Hamza, personalize them, download, and share.
But we went further. In Bangladesh’s first AR-powered live billboard activation, selected user-generated visuals appeared in real time on outdoor billboards: placing everyday fans beside Hamza in the public spotlight.
The campaign moved from mobile screens to city skylines, turning OOH into a living participation platform.

The campaign was launched during the time of a football match between Bangladesh and India which translated to traction even after the match had ended.

Results:
14,661 Photos Generated
34,142 Downloads
5,979 Shares
1,679 Billboard Appearances

More than metrics, these numbers reflected co-creation at scale.
“Ekshathe bKash Hobe” evolved from a payoff line into an experience - proving that modern brand building is not about broadcasting messages, but building systems people can step into.