Bangladeshi mobile operator Robi Axiata has rolled out two films for the holy month of Ramadan. The theme of honesty drives the films, with the story of an upright official and his family. The campaign has been conceptualised by ADCOMM.
Morshed gets ready to leave for work when his wife reminds him that Muna (their daughter) wants a new phone. She makes the point that their daughter never asks for anything, urging him to get it for her.
The protagonist is pensive as he peers into other people’s phones while taking the bus to office. In office, he is pursued by two people who want him to sign a document, in exchange for a bribe. He is coaxed saying 'Think of it as a gift from your little brother for Eid' by the pursuers, and encouraged by his own colleagues. Morshed recalls his daighter's wish, and almost signs on the document, before his conscience pulls him back. He refuses. When the dejected father tells his daughter that he could not get her new phone, she understandingly consoles him. The film ends with the voice over saying, “Ignite the power of honesty.”
Robi Bangladesh released a follow up to this film to complete the story. This time he is at home making some calculations. Asked by his wife, he explains that he is juggling funds to get Muna a phone and calculating the costs associated with owning a phone. The wife hands him a newspaper with an offer from Robi. The film ends with Morshed handing Muna the phone and a loving embrace between father and daughter.
Client: Robi Axiata
Creative agency: ADCOMM Bangladesh
Director: Adnan Al Rajeeb
Executive creative director: Taufique Mahmud
General manager : Anwarul Kadir
Group creative director : Saiful Azam Mukul
Copy supervisor: Tanveer Tusahar
Sr. copywriter: Rokibul Hoq Roki
Copywriter: Rohit Hasan Kislu, Neamul Islam Maleque
Art director : Jahir Uddin Zoomon, Tomal Hossain
Associate art director : Awlad Hossain oli
Sr. visualiser : Mostafa Kamal, Raduanul Alam Rashel Pasha