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Branding Amar Ekushey Boi Mela: Commercialization or fostering culture?

  • Published at 03:31 pm February 26th, 2020
Shohoz
Photo shows customers buying books from a book stall in Amar Ekushey Boi Mela 2020 Courtesy

To facilitate the process of encouraging the youth to read paper books, different brands of Bangladesh have come forward this year with their varying creative ideas

The scurry of little feet, followed by a squeal of delight in finding the book she has been pining after four months - 6-year-old Samiha embodied the true essence of the “Amar Ekushey Boi Mela”.

The smell of new books in the air is like a moth to a flame for the book lovers.

The excitement and sheer joy was a sight to behold, especially in the age of iPad, video games and other online entertainment.

Easy access to technology is a big concern for book publishers. The question raises whether books are becoming obsolete. To facilitate the process of encouraging the youth to read paper books, different brands of Bangladesh have come forward this year with their varying creative ideas. 

bKash is offering a 10% cashback on payments made with bKash, while IPDC Finance Ltd. introduced ‘Subodh’- an interest-free book loan where one can take up to Tk3,000, later to be paid in up to three installments.

On the other hand, Shohoz, a technological startup is visible in the fair through its product placements in the shopping bags provided by multiple bookstalls. 

They are also also sending coupon codes to their users, offering a great deal of discounts on ride sharing to the Book Fair. 

While some might argue that brands are making this move to commercialize the fair, Nazmul, a student from Daffodil University thinks differently. 

“I was almost out of my pocket money this month, but could still buy three books with IPDC’s loan offer. Since the loan is interest-free, I can easily pay it back next month with my tuition fees”, he said.

Nawshin Jahan, a student from North South University mentioned how she has been enjoying the offer by Shohoz Ride. She said, “I have already been to the fair twice, and I plan to visit a few more times.

The discount coupon provided by Shohoz made transportation affordable and more convenient for me. As a business student, I think brands should come forward to support these events so that the tradition keeps flourishing”.

The publishers and the organizers feel immense motivation and hope for the future of the Ekushey Book Fair with the support of these brands. 

Organizations like Shohoz, BKash, IPDC are proud to be a part of the success of such a meaningful event. 

‘Amar Ekushey Boi Mela’ will continue till Saturday, 29th February 2020.