Change the way we think (Bhabna Gulo Bodley Jak)

Background:
Bullying—both online and offline—has become a widespread issue across the globe, and Bangladesh is no exception. From workplaces and schools to friend circles and even within families, unintentional and intentional forms of bullying shape people's self-perceptions, leading many to doubt their appearance and self-worth. This toxic culture has driven millions to seek solutions online, with over 2.5 million Google searches each month in Bangladesh focusing on altering their physical appearance—queries like how to be slimmer, how to be taller, how to be fairer dominate search trends.
With the dawn of a new year—a time for reflection and resolution, Banglalink saw an opportunity to shift this perspective. Instead of people searching for ways to change their looks, why not inspire them to search for ways to become better human beings? As a brand that stands for initiating and leading change, Banglalink was the perfect voice to address this issue and inspire a new way of thinking. This insight led to the birth of the Bhabna Gulo Bodle Jak (Let’s Change the Way We Think) campaign.

Idea & Insight:
Banglalink recognized that societal pressures and unrealistic beauty standards were influencing people’s online behaviors, reinforcing insecurities rather than self-acceptance. With Bhabna Gulo Bodle Jak, the brand aimed to disrupt these harmful search patterns and promote a new mindset—one that values personal growth, kindness, and self-confidence over superficial changes. The campaign aligned seamlessly with the spirit of the New Year, encouraging people to embrace a positive outlook instead of obsessing over their physical appearance.

Execution:
Banglalink launched a thought-provoking Online Video Commercial (OVC) that showcased real-life instances of bullying and its emotional toll. The ad highlighted how people, often unknowingly, make hurtful remarks that push others toward self-doubt. It then introduced an alternative—a new way of thinking—where instead of searching for ways to conform to societal beauty standards, people should search for ways to become better versions of themselves in character and spirit.
The campaign leveraged digital platforms to drive engagement, sparking conversations across social media. It resonated with both internet users and non-users alike, creating a ripple effect of positivity.

Results:
The campaign generated overwhelming support and engagement:
● 46 million views on digital platforms
● 184K reactions from audiences
● 12.5K shares from audiences
● 2.4K+ comments, many sharing personal experiences related to bullying and self-doubt
● Widespread appreciation for Banglalink’s initiative to challenge harmful social norms and foster a healthier online discourse

Impact:
Banglalink successfully transformed a cultural issue into a powerful movement, redefining how people interact with search engines and each other. The campaign not only sparked an emotional response but also encouraged people to shift their mindset from insecurity to self-improvement. By addressing a deep-rooted societal issue and presenting a progressive alternative, Banglalink reinforced its position as a brand that drives meaningful change.
As a continuation of this initiative, Banglalink now aims to feature real people in the content they produce, ensuring greater inclusivity and normalizing the fact that each individual, no matter how different they look, is worthy of representation.