Popular playwright and filmmaker Rajib Moni Das has recently directed a commercial advertisement for Sonali Exchange Co. Inc. in the United States.
The advertisement features acclaimed actress Afsan Ara Bindu, along with Mohammad Mohsin Kabir, President & CEO of Sonali Exchange Co. Inc., USA, Abu Musa Masum, and others.
Sonali Exchange Co. Inc. is a wholly owned subsidiary of Sonali Bank PLC, Bangladesh’s largest state-owned commercial bank. For the past 32 years, Sonali Exchange has been providing remittance services to Bangladeshi expatriates and remittance workers residing across various states in the United States.
Through the SECI mobile application, customers can currently send money to Bangladesh from nine U.S. states at any time, day or night, with no transfer fee and no tax deduction, subject to applicable terms and conditions.
Rajib Moni Das has previously conceptualized and directed numerous television commercials and promotional campaigns. Continuing that journey, he has once again taken on the challenge of directing a commercial in the United States, this time for Sonali Exchange Co. Inc.
Speaking about the concept and production of the advertisement, Rajib Moni Das said, “Clients always look for concepts that offer an unconventional story, distinctive presentation, and a clear product strategy that audiences can understand within a short span of time. This particular concept was closely aligned with Sonali Exchange’s services and objectives, which inspired me to bring it to life.”
Asked how he managed to complete the production while working in the United States, the director said, “Ultimately, determination is what makes even the most difficult things possible. Where I am physically is not the most important thing; what matters is my commitment and determination. That is where I find the true success of my work.”
He further added, “This is not merely an advertisement. The story also communicates the importance of sending remittances to Bangladesh through a legitimate and authorized channel. I believe the message can make a meaningful contribution to the country’s economy by encouraging safe and legal remittance practices.”
While working in the United States, the director also faced several production-related challenges. According to him, arranging professional lighting equipment, cameras, and an experienced production crew can be considerably more difficult outside Bangladesh. The performers also have to make additional efforts to accommodate the demands of production in a foreign environment.
Despite these challenges, Rajib Moni Das successfully completed the project. The advertisement is expected to be promoted across nine U.S. states as well as in Bangladesh, with the aim of creating greater awareness about Sonali Exchange’s remittance services and further strengthening the flow of remittances to Bangladesh through official channels.
The director expressed his strong belief that the campaign will contribute to increasing awareness among Bangladeshi expatriates in the United States and encourage them to use authorized channels for sending remittances to Bangladesh.