Case study · 2024 · Bashundhara Toiletries
Xtreme Aerosol launch campaign
A new household insecticide had to enter a category where most Bangladeshi households already had a default can. The published result: 14,400 television spots across 12 channels, 90 million viewers, and 2.8 million combined digital views on the animated film.
Situation
Bashundhara Toiletries needed Xtreme Aerosol to be remembered as protection, not as a me-too SKU beside legacy insecticide brands. Trade would not list a can that shoppers could not name. A film sitting only on YouTube would not move dealers.
Role
Azizul Hoque Shiplu led the 360° communication: platform line, animated television commercial, press, Facebook and YouTube cutdowns, and in-store POP. Direction and campaign architecture sat with him; media buying sat with the client's plan.
Approach
The line "মশার বিরুদ্ধে এক্সট্রিম সুরক্ষা" (extreme protection against mosquitoes) locked film, press and shelf to one claim. The unit mixed an animated TVC, full-page advertisements in six national dailies, Facebook content (cutdowns, key visuals, comic-style posts), YouTube boosting, and in-store TV pop-ups and L-shape cut-outs.
Result
14,400 TV spots on 12 channels reached an estimated 90 million viewers. Six national dailies delivered about 6 million print impressions. The animated TVC drew 1.7 million Facebook views and 1.1 million YouTube views — 2.8 million combined. Dealers asked for stock nationwide rather than waiting for a second flight of ads.
What this teaches a similar brief
In this category, television, press and the shelf must say the same sentence on the same week. Brief the claim, the dealer calendar and whether animation is acceptable before you book a live-action unit. See also TVC production and the TVC reel.
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