Public Health on Top

Japan Tobacco International (JTI) Bangladesh has ramped up its activities to improve business image by exploiting the Covid-19 pandemic. During a session of Bangladesh Brand Summit 2020, JTI Head of Portfolio has recently presented JTI’s ‘role’ in ‘tackling the pandemic.’ It should be noted that from the very onset of its penetration into Bangladeshi market, JTI is engaged in aggressive promotion of its brand and products. The company initially brought forth a documentary, starring by a Bangladeshi popular actor and pop singer, where the name and work of Rabindranath Tagore was used. The TV commercial for the documentary was heavily publicized on the media. The true intention behind the documentary commercial, sponsored by Japan Export Trade Organization (JETRO), was to familiarize JTI brand logo and motto and also to create a sense of acceptance among Bangladeshi consumers using Rabindranath Tagore. Three renowned legal firms have provided services to JTI during its entrance into Bangladeshi market. Currently, two Bangladeshi companies are providing public relations and digital marketing services to JTI Bangladesh.

British American Tobacco Bangladesh (BATB) is also engaged in such image-enhancing campaign. The company has very recently grabbed the President's Award for Industrial Development 2018. The award was handed over to the company representatives in a grandiose event where the minister, state minister and high officials of Ministry of Industries were present. The company has also managed to ensure the virtual participation of Minister of Foreign Affairs as the Chief Guest of its Battle of Mind 2020 Grand Finale event. Through an amendment of the existing tobacco control law, such CSR and promotional activities of tobacco companies must be stopped.