UCash: Standing with the lonely migrants

This case study shows how the mobile financial services brand, UCash, broke into the crowded Bangladeshi market by targeting migrant workers with a campaign focused around the safety and security of their money.

UCash: Standing with the lonely migrants

Bitop Das Gupta

Campaign details

Brand Owner: United Commercial Bank Lead agency: Grey Advertising Bangladesh Brand: UCash Country: Bangladesh Industry: Financial services (general) Media: Newspapers; Television Budget: 500k – 1 million