Team Robi, comprised of Tasmeem Farizma Mihika (graduate trainee) and Md Faisal Imam (manager) from the Brand and Market Communications Department of Robi Axiata, won the Young Marketers Competition Bangladesh, this year. In September, they attended a three-day training programme called Marketers Academy, organised by Spikes Asia in Singapore.
Marketers Academy prepares young marketers and brand managers for a successful future in the communications industry. It consists of presentations from industry leaders, seminars and exhibitions of innovative works.
During their initial research project, the team discovered that Bangladesh ranked tenth in generating plastic waste and the country banned plastic in 2002. Inspired by scientist Mubarak Ahmed Khan’s work, Team Robi discovered that jute is an excellent substitute for plastic.
With the objective of persuading people to use ECO BONUS bags (jute poly bags) instead of plastic ones, the team’s campaign included raising awareness about plastic pollution. They further came up with a system where consumers will be rewarded with ECO BONUS points if they incorporated environmentally friendly practices into their daily lives. According to the system, each jute bag will come with a one-time use code. By texting the code to a particular number, consumers can receive bonus points, which they can utilise later. ECO BONUS will also partner up with government services to provide special offers to the consumers, such as discounts on railway tickets. Other possible partners of ECO BONUS can be well-known brands that will provide discounts for consumers who use eco-friendly bags.
Retailers who have to provide plastic bags to consumers for free can charge some money for the ECO BONUS bags. Having retailers as promoters will provide the jute bags with a bigger distribution channel.
Team Robi also aims to reach out to countries across the globe through digital media and channels such as Nas Daily. Their product has potential markets in countries like India, Mozambique and Netherlands.
In Bangladesh, Team Robi plans to integrate their product in people’s daily lives by putting up the slogan, ‘Aaj apnar eco-bonus niyechen to?’ (Have you collected your eco-bonus today?) on the backs of rickshaws. They also aim to work on eco-friendly bottles in the near future.