Building a national field force.

The situation.

PRAN-RFL Group is one of the largest FMCG conglomerates in Bangladesh. The brief was a mass-market offer that had to land in every district before the season closed — and the existing trade-marketing team was already at full stretch. There was no spare campaign apparatus inside the company.

The decision.

Rather than extend the existing team, the office designed the KotiPoti Offer field programme from scratch and stood up a youth-led activations team of university students recruited district-by-district. The decision was deliberately to build a new apparatus rather than spread the existing one thinner.

The execution.

• Recruited and trained a student-ambassador team across thirty-eight districts
• Built a measurement system that tied activations to retail sell-through, not just footfall
• Ran a daily review cadence with the trade team to reallocate activations by district

What transferred.

The principle that a field programme is an organisation-design exercise, not a marketing exercise. The same approach shaped later work at Daffodil Group and the Camp for Life programme.