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How does the  world\u2019s first solution to transform fresh fruits and vegetables into bank account and savings work ?  Could you share the challenge and insights that led to this campaign? What was its impact? 

What are some of the emerging trends/ insights observed of GenZ consumer segment ? How can marketers leverage it ? 

Bitop answers the above questions and many more as he talks about the very celebrated campaign by UCB Agrobanking  (Winner of Many Cannes Lions, APAC Grand Effie, Grand Prix at WARC for Asian Strategy) . Bitop Das Gupta is AVP & Strategic Planning Lead at Grey Group Bangladesh. 

Please  connect with him at https://www.linkedin.com/in/bitopdasgupta/

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. 

Please connect with Jasravee on Linkedin at  https://www.linkedin.com/in/jasravee/ 

Email Jasravee at jasravee@theadiva.com

00:00  Introduction to Bitop & Preview 

01:25  Cannes Winner Case Study - AgroBanking by UCB and Shwapno 

15:40  Grameenphone, Bangladesh- Brands Causing Positive Change  

18:30  Segment Gen Z -Definition,  Insights, Trends 

24:55 Rapid Fire - Personally Speaking with Bitop 

27:53 Connecting with Bitop

Over 33% of Bangladesh\u2019s population are without a bank account and most of them are farmers. They live off the land, without  the ability to access credit or savings and are stuck in a vicious cycle of poverty due to the unfairness caused by the middlemen.  Now, inequality and poverty are often accepted as age-old parts of the society, impossible to change, but Project AgroBanking  challenged that and brought positive change in the perception and behavior of the unbanked farmers by letting them use their  excess produce as currency and turning fresh produce and vegetables into bank accounts and savings

AgroBanking is a two-party platform where the currency to deposit into bank accounts is not hard cash, rather it\u2019s the  fresh produce. To convert fresh produce into money, UCB partnered with Shwapno, the largest retail chain in  Bangladesh. Shwapno has stores in all the major urban centres and they already source fresh produce from the marginal  growers across the country. 

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/

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