The Grand Life Update

bKash—the most used app in Bangladesh—introduced a major personalization update. But app updates are boring. People ignore them. So we reframed a product update as something far bigger: a Life Update.

To launch it, we used a Facebook tool no brand had touched before — Life Event. A feature people use to announce marriages, new jobs, and milestone moments. We turned it into media.

We seeded the idea through mega influencers, creators, and everyday users who posted “Life Update” announcing their new bKash experience. This instantly transformed a routine app upgrade into a personal milestone worth sharing.

The feed flooded with Life Events. People asked what changed. They clicked. They explored. And they talked.

What started as an unused Facebook feature became a nationwide conversation starter—turning a product update into a cultural update.

Result: A functional app release became a social trend, a personalized moment people proudly posted, and the biggest organic conversation bKash sparked in years.