In response to the dual public health crises of the COVID-19 pandemic and a severe Dengue outbreak in Bangladesh, Akash Digital TV, in collaboration with Grey Dhaka, launched the 'MOSBLOCK- Mosquito Repellent Curtain' campaign in 2022. The campaign positions the brand as a socially responsible media entity committed to addressing urgent community health issues beyond entertainment. By introducing an innovative product—zebra printed mosquito repellent curtains—the campaign offers a tangible solution to reduce mosquito-borne diseases, particularly focusing on vulnerable populations such as children and slum dwellers. This approach reinforces the brand’s promise of safeguarding homes from health threats while maintaining everyday life stability.
The market strategy leverages a socially conscious insight: during times of crisis, audiences value brands that actively contribute to public welfare. The campaign taps into widespread concerns about Dengue’s impact during the pandemic, creating relevance through a product that is both practical and symbolic—a protective barrier that aligns with viewers’ aspirations for safety at home. The use of a documentary/social experiment film format enhances credibility and emotional engagement, encouraging viewers to see the brand as an ally in health protection. Targeting communities disproportionately affected by Dengue adds specificity and social impact, while partnering with NGOs and community leaders would naturally extend reach and trust. The creative angle employs a simple yet distinct visual identity—the zebra print—which differentiates the product and draws attention to its dual function as a household item and a health safeguard. Overall, the campaign integrates public interest with brand positioning, offering a focused, empathic response that aligns media influence with community well-being.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign centers on the launch of Mosblock: Mosquito Repellent Curtain and takes a documentary/social experiment approach. Narrative clues like highlighting a public health crisis, explaining the new curtain’s mosquito-blocking function, and inviting viewers to “watch the video to know more” all suggest a focus on demonstrating the curtain’s utility. The intent is to show the curtain in action, proving its effectiveness in preventing diseases, especially among vulnerable populations. The campaign revolves around exhibiting how the product directly works, fitting the Demonstration format best.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Grameenphone – Market Positioning
Grameenphone leads as Bangladesh’s largest telecom operator, positioning itself as a reliable, technology-driven brand connecting millions with innovative digital entertainment and content services. It leverages widespread network coverage and diverse media partnerships to offer integrated entertainment solutions, appealing to a broad demographic through quality, accessibility, and brand trust.
2. Banglalink – Market Positioning
Banglalink focuses on affordability and youth-centric digital experiences, positioning itself as the “people’s choice” telecom with strong emphasis on digital lifestyle, media streaming, and entertainment content. It differentiates through competitive pricing, localized content, and aggressive digital marketing aimed at expanding its share among younger and urban consumers.
3. Robi Axiata – Market Positioning
Robi positions itself as the innovative digital enabler, combining telecom services with cutting-edge entertainment offerings, including exclusive content and partnerships with global streaming platforms. Its strategic focus is on digital transformation, seamless user experience, and bundling content-rich services that appeal to tech-savvy and entertainment-focused audiences.
4. Binge (by Grameenphone) – Market Positioning
Binge is a leading OTT platform in Bangladesh, positioned as the go-to digital entertainment destination offering local and international content across genres. It differentiates through localized originals, user-friendly technology, and platform integration with telecom services, enhancing accessibility and unique content experience for subscribers.
5. Channel i – Market Positioning
Channel i is a prominent private TV channel providing diverse entertainment and social awareness programming in Bangladesh. It differentiates itself by blending popular entertainment with public interest content, maintaining strong cultural relevance and a trusted reputation, thus appealing to family audiences seeking both infotainment and socially responsible media.
Q: What is MOSBLOCK- Mosquito Repellent Curtain about?
A: MOSBLOCK- Mosquito Repellent Curtain is a 2022 campaign created by Akash Digital TV in collaboration with Grey Dhaka and WPP, addressing the dual public health crises of the COVID-19 pandemic and a severe Dengue outbreak in Bangladesh. The campaign introduces zebra printed mosquito repellent curtains designed to protect homes, particularly those of vulnerable children and slum dwellers, from mosquito-borne diseases. Using film as its medium, the campaign combines social responsibility with practical innovation to raise awareness and offer a tangible solution for reducing dengue transmission in affected communities.
Q: What creative device does MOSBLOCK- Mosquito Repellent Curtain use?
A: MOSBLOCK- Mosquito Repellent Curtain employs the FORMAT#1 DEMONSTRATION creative device as classified by Clapboard’s 12-format taxonomy. This approach directly shows how the zebra printed mosquito repellent curtains function to block mosquitoes and prevent disease transmission. The campaign uses a documentary and social experiment style to visually demonstrate the product’s effectiveness, enhancing credibility and emotional engagement by presenting real-life impact, especially among vulnerable populations. This format focuses on clear, practical communication of the product’s benefits in action.
Q: What is the campaign proposition for MOSBLOCK- Mosquito Repellent Curtain?
A: The campaign proposition for MOSBLOCK- Mosquito Repellent Curtain positions Akash Digital TV as a socially responsible media brand committed to addressing urgent community health issues beyond entertainment. It targets vulnerable groups such as children and slum dwellers affected by dengue during the pandemic, offering a practical and symbolic protective solution through the innovative zebra printed curtains. The campaign leverages public concern about health crises to align the brand with safety and wellbeing, using a documentary format to build trust and emotional connection while reinforcing the promise of safeguarding homes from mosquito-borne diseases.
Q: How does MOSBLOCK- Mosquito Repellent Curtain rank in Clapboard's archive?
A: MOSBLOCK- Mosquito Repellent Curtain holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining social impact with brand positioning through a clear demonstration format and a compelling public interest message.
Q: Who are the competitors in Akash Digital TV's category?
A: In Akash Digital TV’s media and entertainment category, competitors include Grameenphone, which leads as Bangladesh’s largest telecom operator by offering reliable, technology-driven digital entertainment and content services with broad network coverage. Banglalink positions itself as the affordable, youth-focused telecom brand emphasizing digital lifestyle and media streaming. Robi Axiata acts as an innovative digital enabler combining telecom with exclusive entertainment partnerships. Binge, an OTT platform by Grameenphone, serves as a leading digital entertainment destination with localized and international content. Channel i is a private TV channel blending popular entertainment with social awareness programming, appealing to family audiences seeking infotainment and socially responsible media.
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