Abstract:
As a part of academic requirement and completion of BBA program, it is needed to complete
three month period of Internship program. ROBI Axiata Limited was the organization where
internship program was completed. A project named “Planning and designing digital archiving
strategy” was assigned to Corporate, Regulatory and Legal affairs (CRL). Under that project of
Corporate, Regulatory and Legal affairs (CRL) division, the internship program took place. It
was a new thing but was an opportunity to learn about as much as possible while working on the
project. Robi Axiata ltd. is a dynamic and leading countrywide GSM communication solution
provider. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT
DOCOMO INC, Japan. Axiata Limited, formerly known as Telecom Malaysia International
(Bangladesh), commenced its operation in 1997 under the brand name Aktel among the pioneer
GSM mobile telecommunications service providers in Bangladesh. Later, on 28th March 2010
the company started its new journey with the brand name Robi Axiata ltd. This report has
presented based on the observations and experiences gathered from the company during
internship period. The organization has many divisions and departments but here the focus is
given on Corporate Affairs Department of Robi Axiata ltd. This Department organizes different
seminars, events and activations to shaping stakeholder’s mindset, safeguarding shareholder’s
interest, ensuring sustainable tax regime and ensuring commercial freedom. This report fairly
describes what were the responsibilities, contributions and importance on Corporate Affairs
department as an intern.
The last chapter of the report describes The Advertising Campaign of Robi on Jamdani industry.
Robi got an excellent idea to go for an advertising campaign on Jamdani industry, thousands
years heritage of Bangladeshi people. The campaign successfully represented the brand, slogan
and theme of Robi. This chapter basically showed how advertising campaign has pulled target
customers, created a positive impact, exploited inherent drama of the advertisement and
maintained Integrated Marketing Communication (IMC) tools.
