Advertising campaign of Robi Axiata Limited on Jamdani industry

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.