Duranta Bicycle's 'Bishbayu' campaign earns accolades

Duranta Bicycle has received recognition for its Bishbayu campaign, an initiative aimed at raising awareness about air pollution and promoting safe bicycle lanes. The campaign recently won three awards at the Digital Marketing Award held in Dhaka recently.

Bishbayu received the awards in the categories of 'Best Use of User Platform', 'Best Use of PR in Digital Platform', and 'Best Digital Campaign for Sustainability'.

Duranta Bicycle launched the Bishbayu campaign to address two major urban challenges in Bangladesh, air pollution and the lack of safe bicycle lanes. The campaign aimed to promote cycling as an environmentally friendly mode of transportation while encouraging public awareness and citizen participation in advocating for dedicated bicycle lanes.

As part of the campaign, cycle lane marking activities were carried out in different districts, university campuses and residential areas across the country.

At the same time, a dedicated digital platform enabled citizens to identify unsafe cycling routes, request bicycle lanes and share relevant information.

More than 50,000 people signed the online petition supporting dedicated bicycle lanes, over 10,000 users contributed route-related information, and more than 5,000 cyclists participated in rallies held across the country.

Md Shariful Islam, Deputy General Manager (Brand), RFL Bike, said, "Bishbayu is more than just a campaign; it is a social initiative to promote safer, greener and more people-friendly cities. The overwhelming participation of people from across the country has inspired us."

Mursed Muneem, Chief Marketing Officer of RFL; Subayel Khair, General Manager (Marketing) of PRAN-RFL Group; S. M. Rashed Rayhan, Head of Digital Media of PRAN-RFL Group; and Khandaker Arif Hossain, Senior Brand Manager of RFL Bike; received the awards.