Death Marketing-1

BATB's New Brand Promotion Strategy

British American Tobacco Bangladesh (BATB) has adopted QR code technology for brand promotion. The company has been putting stickers at points of sale with a QR Code and Just Google It written on it. Once the QR code is scanned, it shows information BATB's new cigarette brand, Lucky Strike. Such campaign is aimed at drawing the attention of tech savvy adolescents and youth and encouraging them to light up. It should be noted that as per the tobacco control law, any promotion at the points-of-sale is strictly prohibited and a punishable offense. The penalty for advertising tobacco products in the existing law is a simple imprisonment not exceeding three months or a monetary fine not exceeding Tk. 100,000 or both. For each repeated violation, the fine doubles or triples accordingly. Such aggressive promotional campaign by BATB must be stopped through the implementation of TC law.