beshha magi

2. Manha loves to explore different designs in her outfits.
She wants to start her own boutique soon.
Recently, her father was diagnosed with lung cancer. So
he can't bear the expenses anymore. In this situation it's
more than necessary for Manha to do something on her
own.
But the problem arises with the Finances. Although she's
been saving money for long, yet it isn't enough.
MANHA
MANHA ISLAM
MEET

3. WHAT REALLY IS THE
SITUATION RIGHT NOW?

4. Women entrepreneurs account for a
negligible portion of the bank's total
outstanding loans
Wrong perceptions among women
about financial institutions-
Cultural and societal barriers
Discouragement caused by
predetermined gender roles
Somewhat inconvenient banking
system
Absence of influence
WHY ARE WOMEN LAGGING IN
TAKING LOANS?
23% of women do not have formal
access to financial services
Lack of mobility of FIs
Unreachable relevant infos
Male-biased credit policies in FIs
Lack of awareness
Unsensitized people in FIs

5. HOW TO BREAK THE
SOCIAL BARRIERS?

6. INTRODUCING
A SISTER CONCERN OF
PROGOTI
Financing Femineity

7. PROGOTI
Financing Femineity
THE LOGO GUIDE
BRAND COLORS
Wings symbolize Freedom, Strength, & Ambition. For
women, it implies the freedom to pursue their dreams,
break free from societal expectations and limitations,
and soar to great heights and achieve their goals.
The Color Transitions represent the Evolution of
Women's Rights & Empowerment over time. It implies
the gradual changes that have taken place to achieve
greater representation and inclusion.
#ED2D4A #E4E4E4 #282828
Red represents Courage & Resilience
Black represents Authority, Sophistication, & Seriousness
Red & Black together represents Women's Determination
and Strength to achieve their goals.
Tagline

8. TARGET GROUP AND
POSITIONING
WHO'S IN NEED OF SOME FUNDS?

9. Target Groups
Primary: Females going through a
financial crisis (Age Range: 22-50)
Secondary: New entrepreneurs
(University students, young adult
females)
Areas
Urban, Semi-Urban,
Rural
Demographics
Income: Low income class to middle
income class
Age: 22 to 50 years
Gender: Women
Behavioral
User Status: 1st time users, Regular
users, Potential users
Loyalty: Hardcore loyals, split loyals,
and shifting loyals
TARGET GROUP
IDENTIFICATION
WHO ARE WE TRYING TO REACH?

10. REMEMBER MANHA?
Yeah, the girl who was dealing with Investment crisis to start
her own venture. How do you think she managed the money?
As a wise person, Manha went for loans from PROGOTI. What
do you think help her to make her mind?
Ofcourse the unique services Progoti provides. So, what do
they really offer?

11. WHAT PROGOTI
OFFERS
Convenient Online Banking
Provides financial literacy through courses, events, and social media
Helps women in financial crisis to to start a small business, buy supplies or
equipments, or cover unexpected expenses
Assists in obtaining regulatory documents and licences
Has a dedicated helpline
Has insuring against any risk incurred
Arranges networking, and market linkage activities for women entrepreneurs
Gives guidance for promoting and advertising their products through social
media and other platforms
Provides training on basic business management
Flexible repayment based on the cash flow of business for SME loans

12. Brand story: "Progoti" signifies Rising Women.Progoti
acknowledges and appreciates struggling women
and works with them side-by-side.
Brand voice: “মেয়েরা সবই পারে”, features dynamic
women who handle ventures while being the “Mother
of the Family”. Progoti does not only spotlight their
caliber but also bridge the financial gaps that stand
in their way.
Values: Progoti's values- Empowerment, Struggle,
Respect, Equality, and Integrity together will be
called the Power 5.
BRANDING STRATEGY

13. "মেয়েরা সবই পারে"
Innovative events
Social media campaign
Influencer marketing
"মেয়েরা সবই পারে" will be the
brand's voice, which spotlights
the fact that women are capable
of doing everything.
Keeping the theme in mind, there
will be these consequent
campaigns-

14. "অদম্য" highlights strength, power,
and confidence.
We will create some short
documentaries on women who are
running small ventures by their own
effort.
It will be a series of 4 episodes, and
will be launched on the "Women's
Day".
"অদম্য"CAMPAIGN

15. & PROGOTI
Financing Femineity
We will collaborate with BYLCx to
provide free courses about
financial literacy including
deposit and loans.
All of the loan schemes of IDLC Finance Ltd.
will be described in detail while teaching
people how to make smart Financial
Decisions!
OUTCOMES

16. BUT, WHY
Zero platform fee, more conversion rate!
BYLCx is an initiative of Bangladesh Youth Leadership which is
controlled by Bangladesh Government
Credible impression on people by IDLC as it's associated with
BYLCx
Has a growing community who works to develop the skills of
21st century
http://bit.ly/3JIHp9k
http://bit.ly/3wVgm2H
Source:
Will aware about financial literacy
?
Will help to prevent financial stigma

17. Scanning this QR Code
will redirect to financial
literacy courses on
BYLCx
SCAN ME!
SCAN ME!
Personal healthcare is the utmost
priority sector to any woman.
The most effective way to reach our
women warriors is when we offer
them something they must need
every month, and that paves the
way to their success. So, we bring:
In addition to the Financing, we care
about women in general. Our goal is
not only to provide financial services to
women but also Educate and Empower
them
X
EMPOWERMENT STARTS
WITH SELF-CARE
"আগামীর অনন্যা"

18. VALUES"আগামীর অনন্যা"
Will make women aware of personal hygiene
People will see IDLC PROGOTI as a well-wisher for them
IDLC PROGOTI will be a go-to financial institution for women
IDLC PROGOTI will get the backward class as their new customer pool
People will get to know the employees of IDLC PROGOTI closely
Financial literacy will increase, hence breaking the loan taboo
Will be Providing them with personal hygiene products like sanitary
pads and educating them about its use and benefits
As a incentive, we will be given grocery supplies for a week in rural
areas along with sanitary napkins
WILL BRING IN

19. "আমরা বদলে দেব" CAMPAIGN

20. Male dominance in Bangladesh
Struggles as a female entrepreneur
Mental health for females
Financial literacy and taboos
All about feminine health
Domestic violence in Bangladesh
Hurdles to follow "passion" a female
The event will cater the following topics 1v1 session with the
successful female
personas of the country
Entrepreneurship hacks
and guidelines
Mentorship regarding
business
VALUES
WILL BRING IN
"আমরা বদলে দেব"

21. "FEM-PRENEURS"WOMEN
ENTREPRENEURSHIP COMPETITION
OUTCOMES
Will be a source of Women
Empowerment
Further reach among university
students, and young female
adults
Our loan plans will be used by
more people
New ventures will be founded
A dedicated-for-females
competition will encourage more
females to participate in
entrepreneurship
People will get practical
knowledge on how to manage
loans efficiently

22. Individually strong, together INVINCIBLE
"THE POWER OF TWO" CAMPAIGN

23. & SALMAN SADI
FAHRIN ZANNAT FAIZA
& RASIF SHAFIQUE
RIDIMA KHAN IPSHA
& SAKIB BIN RASHID
MEHZABEEN AHMAD
Food Vlogger, Business Owner Vlogger, Business Owner Research Consultant at
World Bank
Audience: 601k on YouTube
1.5M on Facebook
Audience: 757k on YouTube
1.8M on Facebook
Audience: 473k on Facebook
Can share with people how they
support each other in every aspect
of their lives and how Sadi is an
epitome of a supportive husband in
Faiza's career, while Faiza being an
independent individual in the
relationship.
Can motivate people by telling why
and how Rasif always supported his
loving wife Ipsha in opening her own
clothing business, where Ipsha is
free to take her own financial
decisions.
Can talk about how both of them
are each other's counterparts being
mutually independent and the
significance of love, support, and
motivation behind each other's
success.

24. Events Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
"আমরা বদলে দেব" Campaign
"FEM-PRENEURS"
Entrepreneurship Competition
"অদম্য" Campaign
BTL & Social Marketing
"The Power of TWO" Campaign
"Money Bites" Campaign
"আগামীর অনন্যা" Event
Course Creation on BYLCx
EXECUTION TIMELINE
Darker shade implies the initiation of the event

25. Events Total Costs (BDT)
"FEM-PRENEURS"
Women Entrepreneurship Competition
10 lacs
"Odommo" Campaign 6 x 1 = 6 lacs
"The Power of TWO" Campaign 1x3 = 3 lacs
"Amra Bodle Debo" Campaign 33 lacs
BTL & TTL Marketing 5 lacs
"Agamir Anonna" Event
(Sanitary pads & supplies distribution)
40 lacs
" Money Bites" Campaign
(Social media promotion)
1 lacs
Course Creation on BYLCx 2 lacs
Total 1 crore
BUDGET AT A GLANCE

26. REACH COUNT
ITEM AVG REACH PER CHANNEL NO. OF UNITS TOTAL REACH
"FEM-PRENEURS" Competition
Newspaper 1,00,000 5 5,00,000
Facebook Post Boost 2,00,000 1 2,00,000
Facebook ad 1,00,000 1 1,00,000
Instagram ad 50,000 1 50,000
Youtube ad 75,000 1 75,000
Total 9,25,000
Social Media Short Series
YouTube 50,000 6 3,00,000
Facebook Ad 2,00,000 1 2,00,000
Facebook Post 1,50,000 1 1,50,000
Total 6,50,000
"Amra Bodle Debo" Campaign
NGOs 25,000 5 1,25,000
"The Power of TWO" Campaign
Influencer Endorsement 90,000 3 2,70,000
GRAND TOTAL 35,45,000

27. WHAT WE HAVE ADDED...

28. #money_bites
#progoti
The female employees of Progoti who
love to make reels or tiktoks will make
short reels. It will be mostly "Money
Hacks", but they will share some of the
services of Progoti as well to make
them look very convenient.
The hashtags #money_bites, and
#progoti will be used.
" MONEY BITES" CAMPAIGN
(CURVEBALL)
Mediums: YouTube Shorts, Facebook and Instagram Reels, TikTok videos

29. THANK YOU