Reckitt Benckiser (Bangladesh) PLC’s Lizol Ramadan Campaign: a gender-inclusive approach

Abstract

This internship report offers a straightforward overview of Reckitt Benckiser (Bangladesh) PLC's marketing and operational tactics, focusing on their 2025 Lizol Ramadan Mosque Activation Campaign called “Porichhonotai Pobitrota.” The main part of the report looks at a major change in the campaign’s approach—from mainly targeting men in the past to now including everyone. The goal was to see how featuring women in religious and hygiene-related messaging affects how Bangladeshi consumers engage with the brand, feel emotionally connected, and trust it more. We also examined how the story is told, how women relate emotionally, and whether the campaign boosts brand loyalty and intentions to buy. We used a mix of research methods—starting with an online survey with 12 questions, shared with 35 people from different backgrounds. This helped us understand how aware people were of the campaign, what they thought about including women, how it made them feel, and if it influenced their behavior. We also looked at secondary sources, like news articles, campaign media, and Reckitt’s branding documents, to get a fuller picture. Results showed that more than 74% of respondents noticed women being part of the 2025 campaign. Out of those, over 90% felt a strong emotional connection to the brand. This emotional bond is also linked to higher trust and a greater likelihood of buying again. The respectful way the campaign presented women in religious settings was praised for breaking stereotypes without disrespecting cultural norms. Overall, the data show that thoughtful, genuine comprehensive marketing can boost positive feelings toward a brand and promote long-term loyalty. Based on these findings, it’s recommended that Reckitt Benckiser make gender-comprehensive storytelling a standard across all their platforms. They should also expand community hygiene programs beyond seasonal efforts. Also, adding inclusivity metrics to campaign evaluations and working more closely with religious and community leaders could help maintain momentum. Including a wide range of people improves company reputation and also makes business practices more effective, especially in places such as Bangladesh.