The Banglalink 4G #FeelsLikeNew campaign positions the brand as a provider of a transformative internet experience beyond mere speed improvements. Rather than reiterating generic benefits associated with 3G, the campaign promises a qualitative leap—content viewed on 4G is framed as “feeling new,” emphasizing enhanced video clarity, smoother video calls, uninterrupted gaming, and faster downloads. This value proposition shifts focus from speed alone to the elevated sensory and emotional experience enabled by robust connectivity, conveying that familiar digital activities become richer and more enjoyable through 4G technology.
Strategically, the campaign leverages the insight that consumers increasingly seek meaningful improvements in content consumption rather than incremental technical upgrades. By highlighting scenarios such as high-resolution gaming and buffer-free streaming, the creative approach reframes 4G adoption as an experiential upgrade that redefines everyday digital interactions. This differentiates Banglalink from competitors who predominantly communicate speed and generic internet benefits. The campaign’s storytelling uses a strapline—“Everything I see feels new”—to encapsulate the idea that the same content gains freshness and excitement through faster, more reliable connections. Additionally, the campaign targets a broad Bangladeshi audience by emphasizing nationwide network expansion covering urban to rural areas, aiming to resonate with users eager for enhanced digital experiences irrespective of geography. The combination of fresh, visually striking film content with relevant user-centric messaging breaks through category clutter by moving beyond technical jargon to focus on perceived user benefits.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign centers its creative execution around the idea that Banglalink 4G makes “everything I see feel new,” depicting experiences (like video calls, streaming, gaming) as completely transformed and fresh, even though the content itself remains unchanged. Instead of literal demonstrations or narrative problem-solving, the ad leans on powerful, visually-striking metaphors and ‘never-seen-before scenes’ to symbolize how 4G elevates familiar digital experiences. The fresh, “feels like new” world represents the superior benefit delivered by Banglalink 4G—not a story arc but an evocative illustration of emotional and practical uplift.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Grameenphone – Market Positioning
Grameenphone holds the largest market share in Bangladesh’s telecom sector, positioning itself as a reliable and nationwide network provider with extensive coverage and consistent service quality. It emphasizes superior customer service, innovative digital solutions, and a broad portfolio of value-added services, targeting both urban and rural customers with a balance of premium and affordable plans.
2. Robi Axiata – Market Positioning
Robi Axiata differentiates itself through young, vibrant branding and a strong emphasis on digital lifestyle services. It focuses on delivering innovative data packages, entertainment content, and seamless connectivity, leveraging strategic partnerships and technology investments to attract millennial and tech-savvy segments.
3. Teletalk Bangladesh – Market Positioning
Teletalk positions itself as the government-owned telecom operator focusing on affordable and accessible services across underserved and rural regions. It promotes itself as a patriotic and cost-effective choice, catering heavily to government employees and price-sensitive consumers looking for basic connectivity options.
4. Airtel Bangladesh (until 2016, before Robi merger) – Market Positioning
Prior to merging with Robi, Airtel positioned itself as an aspirational telecom brand with competitive pricing and promotional offers targeted at budget-conscious customers. It emphasized affordable mobile internet and simple, easy-to-understand tariff plans aimed at urban young adults seeking better value.
5. Banglalink – Market Positioning
(For context) Banglalink focuses on disrupting the market through innovative marketing and competitive pricing, targeting a youthful demographic hungry for digital content and superior internet experiences. Its strategic emphasis on network quality and enhanced content consumption, exemplified by the #FeelsLikeNew 4G campaign, leverages an emotional connection by turning improved connectivity into a fresh, enriched experience.
Q: What is Banglalink 4G #FeelsLikeNew about?
A: Banglalink 4G #FeelsLikeNew is a 2018 film campaign created by JWT for Banglalink, launched in the Bangladeshi market. The campaign set out to redefine the internet experience by moving beyond the standard speed narrative associated with 4G, instead focusing on how enhanced connectivity transforms everyday digital activities. Through visually striking film content, the campaign illustrates how familiar experiences like video calls, streaming, and gaming feel completely new and vibrant with Banglalink’s robust 4G network. The central creative idea is encapsulated in the strapline Everything I see feels new, positioning Banglalink as a technology leader delivering a qualitative leap in digital life.
Q: What creative device does Banglalink 4G #FeelsLikeNew use?
A: Banglalink 4G #FeelsLikeNew employs the creative technique classified by Clapboard’s 12-format taxonomy as FORMAT#9 SYMBOLIZE THE BENEFIT. This approach uses symbols and exaggerated visuals to represent the positive impact of the product, rather than relying on literal demonstrations or problem-solving narratives. The campaign’s execution centers on powerful metaphors and never-seen-before scenes that visually dramatize how 4G connectivity elevates familiar digital experiences, making them feel fresh and extraordinary. This symbolic representation effectively communicates the emotional and practical uplift delivered by Banglalink’s 4G network.
Q: What is the campaign proposition for Banglalink 4G #FeelsLikeNew?
A: The strategic proposition of Banglalink 4G #FeelsLikeNew is to position Banglalink as the provider of a transformative internet experience that goes beyond incremental speed improvements. The brand targets a broad Bangladeshi audience, promising that content viewed on 4G feels new and more immersive, thanks to enhanced video clarity, seamless video calls, uninterrupted gaming, and faster downloads. This messaging shifts the focus from technical specifications to the elevated sensory and emotional experience enabled by robust connectivity, appealing to users seeking richer, more enjoyable digital interactions. The campaign also emphasizes Banglalink’s nationwide network reach, making advanced connectivity accessible across urban and rural areas.
Q: How does Banglalink 4G #FeelsLikeNew rank in Clapboard's archive?
A: Banglalink 4G #FeelsLikeNew holds a Clapboard Campaign Score of 70/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of telecommunications advertising in Bangladesh.
Q: Who are the competitors in Banglalink's category?
A: In Bangladesh’s telecommunications sector, Banglalink competes with several key players. Grameenphone leads the market with a reputation for reliability, extensive coverage, and consistent service quality across urban and rural areas. Robi Axiata targets millennial and tech-savvy consumers with vibrant branding and a focus on digital lifestyle services and innovative data offerings. Teletalk, as the government-owned operator, appeals to price-sensitive and rural customers by emphasizing affordability and accessibility. Prior to its merger with Robi, Airtel positioned itself as an aspirational, value-driven brand for urban young adults seeking affordable mobile internet and straightforward plans.
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