In the fast-paced world of branding, deadlines are non-negotiable—especially when it involves a nationwide campaign for the holy month of Ramadan. As a Brand Executive at Taufika Foods and Lovello Ice Cream PLC, I recently had the opportunity to lead a project that tested both my design skills and operational efficiency.
The Challenge: Beating the Clock
With Ramadan approaching, we faced a delay from our external agency in delivering the official Ramadan Calendar (Sahri & Iftar timetable). Knowing that our 18,000+ retail partners across Bangladesh were waiting, I decided to take the initiative. Instead of waiting, I stepped in to design the entire concept myself, ensuring it strictly followed our Brand Guidelines.
The Concept: Strategic Branding
The goal wasn't just to provide a timetable but to strategically promote our Ramadan-exclusive premium range:
- Shahi Khejure (Premium Cup & Liter Box): A unique product that Lovello pioneered in the Bangladesh ice cream industry.
- Shahi Sandesh (Premium Liter): Another crowd favorite for the festive season.
Key Features of the Design:
- National Reach: While the timings were based on Dhaka, I included a comprehensive chart for time adjustments in all other districts.
- Attention to Detail: Included essential brand info, social media handles, and necessary disclaimers regarding Eid-ul-Fitr.
- Approval: My design concept was highly appreciated and approved by our Marketing DM and CSO, allowing us to move to production immediately.
Execution & Distribution
I personally managed the vendor coordination with 'Polytech,' from placing the work order with a 50% advance to ensuring quality checks upon delivery. The result? We completed the entire process—design, print, and nationwide distribution to our Head Office, factory staff, and 18,000+ retailers—just one day before the first of Ramadan.
Reflection
This project was a reminder that a Brand Executive isn't just a coordinator; sometimes, you have to be the creator to ensure the brand’s promise is delivered on time. Seeing my work in the hands of thousands of people across the country is truly rewarding.
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