CABLE-এর ট্রাবল ছেড়ে SWITCH করো
আকাশ-এর ঝকঝকে HD দুনিয়ায়
AKASH DTH LAUNCH CAMPAiGN
AKASH DTH
In Bangladesh, where 99% of TV viewers rely on outdated cable services plagued by distortions, disconnections, and operator exploitation, BEXIMCO introduced AKASH DTH, the nation’s first Direct-to-Home service. To launch this revolutionary technology, we at Lie to Eye designed a dynamic 360 campaign that redefined how the audience experienced entertainment, positioning AKASH DTH as the ultimate solution for seamless, high-quality TV viewing.
To emphasize the troubles faced by cable TV users and encourage them to switch, we crafted a unique message: CABLE-এর ট্রাবল ছেড়ে SWITCH করো আকাশ-এর ঝকঝকে HD দুনিয়ায়
We executed a 360-degree digital campaign across all major touchpoints including Facebook, Google, YouTube, mobile apps, local publishers, and ad networks. The campaign featured a 90-second, never-seen-before OVC experience, eye-catching key visuals, and interactive ad content focusing on the frustrations of cable TV. Additionally, we designed an interactive and visually engaging web UI, making it easy for customers to learn more and purchase the AKASH DTH set-top box online, seamlessly driving conversions.
In an era where brands often lean on emotional storytelling because "মানুষ Emotion বেশি খায়," we decided to break the mold. Instead of following the usual path, we asked, “Why not try something different?”
We created a 90-second OVC that directly highlighted the product’s features, focusing on the real issues people faced with traditional cable Connections. Set against a vibrant backdrop of catchy music, dynamic sets, and bold colors, the OVC stood out as a visually striking and refreshing departure from the norm, capturing attention while delivering a clear message.
In Youtube, the launch AV got
Total Views
Completion Rate of OVC
Avg. Duration
We designed a series of engaging key visuals that highlighted the contrast between the frustrations of outdated cable connections and the superior experience of Akash DTH, effectively showcasing the benefits of making the switch.
During the launch, in Facebook we got
Lifetime Impressions
Total Reach (Unique Users)
Unique Engagements
Total Video Views
Unique Video Views
Across Google Ads, we got
Impressions
Clicks
Average CTR
Highest CTR
We developed a visually striking and engaging user interface for the website, ensuring a lasting first impression. At launch, this website stood out as one of a kind, offering users a seamless experience to explore product information, access personalized recommendations, and make purchases directly—all in one place.
During the launch, we got a total of
Website Visits
Product Bookings
During the Akash DTH launch, viewers were frustrated by the unavailability of their favorite programs and live matches due to a ban on Indian channels. When the ban lifted, we seized the moment, announcing the return of STAR channels on Akash DTH through captivating visuals that reignited excitement and engagement among audiences.
For the launch, we went live across platforms and local publishers with a mix of dynamic formats. One of the key placements was on the Robi MySports app—timed perfectly with the Cricket World Cup season. In a cricket-crazy nation like Bangladesh, Robi MySports is one of the most popular go-to apps for live match streaming, making it the ideal spot to connect with our audience. We also rolled out interactive web banners—built for engagement, designed for conversion. Users could engage with the ad and seamlessly redirected them to the website to purchase the product.
Through Interactive Display Banners, we got
Total Impressions
Reach
CTR
Through the Robi MySports App, we got
Total Impressions
Unique Reach
Average CTR
Highest CTR
Through Local Media, we got
Total Impressions
Clicks
Following Akash DTH’s successful launch in metro cities, the brand aimed to roll out its services gradually across the country. To connect with communities in each district, we highlighted well-known local landmarks, creatively integrating the Akash STB unit into these visuals. This approach helped Akash resonate with regional audiences and celebrate each area’s unique identity.
A total of
in 42 days
We achieved a total ROAS of
per BDT
