UCash: Standing with the lonely migrants
Bitop Das Gupta
Campaign details
Brand Owner: United Commercial BankLead agency: Grey Advertising BangladeshBrand: UCashCountry: BangladeshIndustry: Financial services (general)Media: Newspapers; TelevisionBudget: 500k – 1 million
Market background and cultural context
The long tail of the unbanked population in Bangladesh is as big as 85% as they are not considered to be valuable and attractive to the formal banking system. Yet these are the people who are in most need of such services, either for receiving funds from loved ones in distant...