Duranta clinched three prestigious honors at the 9th Digital Marketing Awards for “Bishobayu”

TBM Report

Duranta Bicycle, a leading eco-friendly cycling brand in Bangladesh, clinched three prestigious honors at the 9th Digital Marketing Awards for its highly impactful environmental advocacy campaign, “Bishobayu” (Toxic Air). Held at the Le Méridien hotel in Dhaka, the premier industry gala recognized the campaign’s innovative approach toward combating urban air pollution and accelerating the establishment of safe, dedicated cycling infrastructure. The specialized corporate social responsibility (CSR) initiative secured top positions in the “Best Use of User Platform,” “Best Use of PR in Digital Platform,” and “Best Digital Campaign for Sustainability” categories, establishing a new baseline for sustainable corporate communications in the country.

The “Bishobayu” campaign was systematically designed to address two compounding structural challenges deeply impacting contemporary urban ecosystems across Bangladesh: worsening ambient air quality and the hazardous absence of designated non-motorized transport lanes. By promoting cycling not merely as a fitness routine but as a carbon-neutral, highly viable mode of daily urban transit, the campaign successfully mobilized grassroot communities. The brand deployed an interactive, user-centric digital mapping interface that empowered urban residents to directly geotag hazardous routes, lodge collective municipal demands for new lanes, and share real-time infrastructural data with municipal planning stakeholders.

Operational matrices from the campaign revealed massive public resonance, with over 50,000 citizens formally signing the online digital petition advocating for structural bicycle lane institutionalization. Furthermore, the specialized crowdsourcing interface logged critical route-safety inputs from more than 10,000 active urban commuters, while over 5,000 cyclists participated in high-visibility mass rallies across multiple university campuses and major residential zones nationwide. This dense saturation of digital and physical activism successfully bridged corporate advocacy with direct civic action, convincing the independent panel of industry experts to award the strategic campaign a rare hat-trick of performance accolades.

Reflecting on the milestone recognition, senior marketing executives from RFL Bikes emphasized that “Bishobayu” transcended traditional corporate product placement, operating instead as a scalable social movement for humane, pedestrian-friendly city planning. Corporate leaders asserted that the overwhelming public mandate will continuously drive the group’s long-term investments into sustainable, low-emission consumer transport alternatives. The ceremonial award acceptance was led by the top echelons of PRAN-RFL Group’s marketing and digital media divisions, who re-affirmed their collaborative commitment to supporting green logistics and regional infrastructure development through transformative digital frameworks.