The Daily Star, Pathao, and Unimart collaborated together to initiate a digital campaign called "Babar Adorshe Ami". This campaign marked International Father's Day which was observed on June 21, 2020. The idea was to engage the young netizens in social media where they were asked to share what is that inspiring ideology of their fathers that they carry in themselves to be a better person.

The campaign launched on June 18 calling for participation from the official Facebook page of The Daily Star, country's leading English newspaper. Two of the very well-known influencers of the country who are very popular among the youth were the ambassadors of the campaign. Ayman Sadiq, founder of 10 Minute School and Sayed Zaman Shawon, a popular TV actor were the ambassadors who shared the ideologies of their fathers that they follow in their lives. The video stories of these famous influencers inspired the youth to submit their own stories with the world.

The submissions were collected in the campaign microsite. The rule was to upload a picture with their fathers and share that inspiring ideology they got from their fathers. The campaign ran for six days and within this short period of time, more than 500 amazing stories were submitted. There was also an online voting system for individual stories and 10 winners were selected based on the number of votes received from the readers. The voting system created a competitive aura among the participants. The top 3 stories got more than 3000 votes each, which was an overwhelming feat to witness.

Leveraging the core strength of the three collaborating brands was ensured. The Daily Star being the leading publisher in the country, leveraged it's online media and drove engagement.  Top 10 winners selected by the audiences' votes received free coupons from Unimart, a trusted retail store in Bangladesh. And Pathao being a trusted name for delivery service ensured the efficient disbursement of the gifts.

All in all, it was a successful collaboration of brands in the digital sphere.

To know more about the campaign, visit http://campaign.thedailystar.net/fathersday2020

The writer is a Marketing Executive at The Daily Star. You can connect with her at naurinta@thedailystar.net