“Bhabna Gulo Bodle Jak” (Let’s Change the Way We Think)

Background:
Women are often placed on an impossible pedestal—hailed as superwomen, expected to juggle careers, households, childcare, and family care, all while wearing a smile. Society romanticizes their resilience, conditioning us to believe that exhaustion is not an option and that sacrifice is simply part of who they are.
But beneath this glorified image lies an undeniable truth: women are tired. Overworked, overburdened, and underappreciated. Their struggles are real, yet too often dismissed.
The Time Use Survey 2021 revealed a stark reality: while men work approximately 72 hours a week, women work 128 hours, combining professional responsibilities with unpaid domestic labor. Despite this, household work is still undervalued, and women are criticized for not “balancing” both spheres seamlessly.
As a brand committed to both societal and individual progress, Banglalink took a stand against these outdated gender norms with its Women’s Day campaign, urging people to rethink how they perceive women’s work and worth. Under the theme “Bhabna Gulo Bodle Jak” (Let’s Change the Way We Think), the campaign challenged the expectation that women must be extraordinary to be respected.
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Idea & Insight:
Why must women be superheroes to be valued?
Respect shouldn’t be tied to how much a woman can endure. Instead of glorifying their ability to “do it all,” society must recognize them as human beings—with limits, emotions, and the right to say “enough.”
Banglalink’s campaign set out to:
✔ Break the stereotype that a woman’s worth depends on her ability to handle everything.
✔ Normalize the idea that household work is real work—not just an expectation.
✔ Encourage a shift in how women are seen—not as symbols of endurance, but as individuals deserving of support and equality.
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Execution:
Banglalink launched a thought-provoking Online Video Commercial (OVC) that struck a deep emotional chord. The video highlighted the physical and emotional toll of balancing work and home, flipping the narrative from glorification to recognition.
Through digital storytelling, social media engagement, and interactive discussions, the campaign sparked a nationwide conversation about gender roles, invisible labor, and the unrealistic expectations placed on women.
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Results:
The campaign resonated widely, generating massive engagement and sparking important conversations:
✅ 21 million+ views across digital platforms
✅ 174K+ reactions from viewers
✅ 50K+ shares from the audience
✅ 5K+ comments—many from women sharing their struggles and appreciation for the message
✅ 26x higher distribution than the page average
✅ Widespread media coverage and organic virality
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Impact:
Banglalink’s Women’s Day campaign disrupted traditional thinking by shifting the conversation from “women must do it all” to “women deserve to be seen as human beings, not superheroes.”
By validating women’s experiences and encouraging families and workplaces to rethink their expectations, the campaign positioned Banglalink as a champion of progressive societal change. It proved that a single powerful narrative can challenge norms, spark discussions, and drive real change—through recognition, not glorification.
Bhabna Gulo Bodle Jak. It’s time.