EXECUTION:

Nagad executes their advertisement by different creative elements. For example: they use
television commercials, print materials like banners, festoons and posters. They also applies
Social media marketing campaign to reach their target audience. They also engage in Public
relations in order to inform their audience about themselves.
Television commercials:
To reach the mass audience television commercial is a must. In Bangladesh television is the most
popular source to reach the target audience. Nagad advertise their service in the television
commercials and try to persuade people. For example: In one advertisement we focused to make
this report it was telecasted that a customer doesn’t need a Nagad account to withdraw money.
They can withdraw money using Nagad without having an account. But the main message was
delivered that one can easily transfer the money to other if he or she owns a Nagad account. In
the other advertisement they focused that having a Nagad account will increase their interest of
money.

Figure: A screenshot of Nagad Advertisement

Newspaper advertisements:
From the tea stalls to all home of Bangladesh newspaper is a must. People reads newspaper in
the early morning, or while going to the office in their cars, or while having a leisure time.
Newspaper gives them an update about the whole nation and also while reading the newspaper
different kinds of advertisement attracts them.
 Figure: A screenshot of Nagad Advertisement in the newspaper
In the newspaper ads Nagad used their brand ambassador Zahid Hasan who is very popular
personality of daily soaps. As he was also seen in their television commercials so, Nagad used
him in their newsprint ads too to engage him more with the audience. In the newspaper ads they
give details about different offers, or inform about the latest campaigns to their audience. They
advertise in different newspapers such as: Daily Prothom Alo, Daily Star, Kaler Kontho, Iteefaq
etc.
Radio advertisement:
They also give advertisements in the radio Fm. They mostly target the popular radio shows to
increase the audience traffic. They advertise in Radio Foorti, Radio amar, Radio Today,
Bangladesh Betar, Radio ekattor etc. Their radio advertisements are informative and describes
some of the procedures to open Nagad account, benefits etc to the customers.
Billboards:
Nagad has many billboard advertisements in the busiest roads of Dhaka and all over the country.
Popular Billboard spots of Nagad is the public gathjering places like Sadarghat terminal, bus
stands and highways.
Digital Media Advertisement: They use popular digital media advertisement. For example they
use pop up ads under other different mobile applications. Whenever the customer tap into the app
they see a minimum 3 second advertisement which they can’t ignore. Some of the pop up ads can
also be skipped though. This platform is more cost effective and enables them to get their desired
audiences.

In-store promotions:
Nagad has many outlets and many of the outlets are run through agents. These agents do the in-
store promotion with the help of posters, banners, leaflets attached on their shops. These agents
help the customers to open Nagad account and inform them about the facility of Nagad. They
also get the cash in and cash out facility from these stores.

Figure: Agent shop advertising Nagad Banners

Public Relation:
Nagad has played well to build a strong public relation by building an agreement between Nagad
and Robi Axiata Limited. This agreement will help them to bring Robi’s 5 crore subscriber base
under the coverage of Nagad’s services.
 Figure: Press release about 5 crore subscribers of Nagad
Side by side a recent announcement of Government for all government disbursements through
Nagad also enhanced their engagement with the public. They also arrange frequent press
release. ("Nagad, Robi sign deal on financial inclusion", 2020)
Social media advertisements:
For social media advertisements they use the popular social media platforms like
Facebook, YouTube etc. They have a Facebook page where they publish their TVC too.
Also they lets their customer know about their different offers, discounts, and
promotional campaigns along with different contests. The customers can ask different
queries and help in the page and get solutions even. In the YouTube they again publish
their Television commercials and engage their audience with the option of the comment
section. They can get customers thought regarding their advertisements over there.
Recently they faced a backlash for a copied script concept which was already
commercialized. Many customers triggered it and were dissatisfied with a copied ad.
They tried to solve it by making unique and innovative ads later.

References:
Nagad, Robi sign deal on financial inclusion. New Age | The Most Popular Outspoken
English Daily in Bangladesh. (2020). Retrieved 13 September 2020, from
https://www.newagebd.net/article/96814/nagad-robi-sign-deal-on-financial-inclusion.