Robi has distributed iftar among underprivileged communities as part of its Ramadan campaign titled ‘Chhoto Ekta Kaje Hajaro Ichchhepuron’. The initiative reflects its decision to prioritize practical, socially driven activities during Ramadan instead of conventional emotion focused advertising campaigns.
As part of the campaign announcement, Robi released an audio visual stating that this Ramadan the company would emphasize direct, impactful contributions to society rather than inspirational storytelling. The iftar distribution marks the first step in fulfilling that commitment.
Under the initiative, iftar was recently distributed in the capital’s Kamalapur and Sadarghat areas. Robi’s Chief People Officer, Shoaib Baig, along with other senior officials, participated in the programme.
To implement the initiative, Robi partnered with Valo Kajer Hotel, an organisation that provides meals to vulnerable people in exchange for good deeds. The collaboration has helped scale the effort, enabling it to reach a larger number of beneficiaries.
Commenting on the initiative, Robi’s Chief Commercial Officer, Shihab Ahmad, said: “Like every year, this Ramadan we initially considered a campaign that would touch the hearts of millions. But eventually, we shifted our focus to the meaningful impact we could create for people and society through small, thoughtful actions. We believe that changes in mindset can help bring positive change to the country and our surroundings.”
Md. Sakib Hasan, a founding member of Valo Kajer Hotel, said: “We started this initiative by contributing just Tk 10 each. Change does not always require something big — even small efforts can create meaningful impact. With Robi’s support, our initiative has reached more people, allowing us to serve a wider community. In doing so, Robi has inspired small initiatives to grow into something bigger.”
The overarching philosophy of the campaign is that small initiatives can inspire many, and that even a single act of kindness can create positive change in society.
