The challenge of creating an occasion during Pahela Baishakh is to stand out in the cluttered media. It needs to be participating enough so that people understand the true brand. Hence the idea is to own a festival on the previous night named as ‘Alponay Boishakh’ (Bengali New Year with Alpona) by making a large ‘Alpona’ (traditional form of street paint) of 300,000 square feet in front of the National Parliament Building Bangladesh. This event is established as a special celebration platform which is now running for three years. It generates the maximum PR coverage for Airtel throughout the year.

The campaign proves to a successful campaign with more than 50,000 people participating actively in creating the Alpona. Around 30,000 people have gathered on the following day to see it. The campaign has received a mammoth PR coverage worth €183,716 from 10th April to 14th April 2014. It has generated 164,526 likes on Facebook through different event pictures, videos and posts. One viral video capturing the event is released that has already received 2,300 likes in two weeks. A similar video from last year’s initiative received 75,000 YouTube views which will be crossed over by this year’s initiative as projected.