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TL;DR
- Bangladesh’s cola brand Mojo launched a campaign on October 7th, donating 1 Taka per bottle sold to support Palestine, raising over 28 million Taka (approximately 237,509 USD).
- The campaign has led to a 30% increase in Mojo sales as Bangladeshi consumers boycott international brands like Coca-Cola and Pepsi in solidarity with Palestine.
- Funds raised are used for essential services in Palestine, including food, clothing, shelter, and medicine, with transparency ensured through video documentation.
- The initiative reflects a broader trend of economic activism in Bangladesh, aligning consumer behavior with ethical and humanitarian considerations.
Since October 7th, Bangladesh’s local cola brand, Mojo, has embarked on a significant campaign titled “Donate For Palestine” to support the Palestinian cause. For every bottle sold, Mojo donates 1 Bangladeshi Taka to Palestine. This initiative has garnered substantial support, with total donations surpassing 28,309,342 Taka, which equates to approximately 237,509 USD.
The campaign has been instrumental in driving a notable shift in consumer behavior in Bangladesh, particularly in the soft drink market. Following the Israel-Gaza conflict, many consumers began boycotting international brands such as Coca-Cola and Pepsi, opting instead for domestic alternatives like Mojo. This shift is largely attributed to the desire of Bangladeshi consumers to express solidarity with Palestine and support humanitarian efforts through their purchasing decisions.
Mojo, produced by Akij Food and Beverage Ltd, has seen a remarkable 30% increase in sales since the campaign’s inception. This surge is not just a reflection of consumer preference for local brands but also a testament to the effective marketing strategy that aligns with the socio-political sentiments of the Bangladeshi populace. Md Maidul Islam, the Chief Marketing Officer of Akij Food and Beverage Ltd, noted that the campaign has received an overwhelmingly positive response from the public. He stated, We have been receiving an overwhelmingly positive response from people. Mojo’s sales have surged by 30% in the last two months.
The funds raised through the campaign are allocated to various essential services for Palestinians, including food, clothing, shelter, and medicine. The company ensures transparency by showcasing how the donations are utilized, providing assurance to contributors about the impact of their contributions. Md Maidul Islam further explained, Prior to launching this campaign, we carefully delineated the donation fields, focusing on providing support for essentials such as food, clothing, shelter, and medicine. In these instances, they have provided us with video footage showcasing how the funds have been utilized, ensuring transparency for our donors.
The campaign’s success is also attributed to the broader movement of economic activism in Bangladesh, where consumers are increasingly prioritizing ethical considerations in their purchasing decisions. This movement has been bolstered by the geopolitical tensions in the Middle East, prompting many Bangladeshi consumers to reevaluate their consumption of Western products perceived to have ties with Israel.
In addition to the financial contributions, the campaign has fostered a sense of community and solidarity among Bangladeshis, transcending borders and uniting people in support of a humanitarian cause. The initiative by Mojo stands as a significant example of how businesses can leverage their platforms to make a meaningful impact on global issues while simultaneously benefiting from increased consumer loyalty and market share.
Source: Mojo
