{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"POP5, DHAKA","is_link":false},{"keyword":"TITLE","content":"TILECHALK","is_link":false},{"keyword":"BRAND","content":"DBL CERAMICS LIMITED","is_link":false},{"keyword":"ADVERTISER","content":"DBL CERAMICS LIMITED","is_link":false},{"keyword":"AGENCY","content":"POP5, DHAKA","is_link":false},{"keyword":"CHAIRMAN","content":"MD. MASUD-UR-RASHED","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"MASUD PARVEZ","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"MOHAMMAD AKRUM HOSSAIN","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"MD ABDULLAH AL RANA\/TAUHID MILTON","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"S M SOHANUR RAHMAN\/MOHAMMAD WALEED","is_link":false},{"keyword":"ART DIRECTOR","content":"ESTY AZIZUL HAQUE\/MD. TAHIDUL ISLAM","is_link":false},{"keyword":"COPYWRITER","content":"NABILA KABIR\/ZOPARI LUSHAI","is_link":false},{"keyword":"DESIGNER","content":"MOZAMMAL HAQUE","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"KHAIRUL HASSAN","is_link":false},{"keyword":"ILLUSTRATOR","content":"MD. IBRAHIM HOSSAIN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"MASHRUR MAJDI SAGOR\/M. MORSHED ALAM","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"NAYMA ISLAM SNEHA","is_link":false},{"keyword":"PLANNER","content":"MAHMUDUL HASAN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"EMPTY YARD, DHAKA","is_link":false},{"keyword":"DIRECTOR","content":"BAYEZID NIL","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"MD. KOWSHIKUR RAHMAN","is_link":false},{"keyword":"EDITOR","content":"MUHAMMAD ULLAH","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"TileChalk was built as a partnership-led brand experience that connected industry, education, and community impact. A major ceramics manufacturer in Bangladesh generated nearly 1,200 tons of calcium-rich sludge annually from its water-recycling process. This industrial by-product posed environmental risk and rising handling costs. At the same time, small chalk manufacturers were shutting down due to rising import prices, making chalk increasingly unaffordable for schools that still depend on chalk-and-slate learning.\r<br>\r<br>Rather than addressing these issues independently, TileChalk created a partnership ecosystem that aligned the interests of multiple stakeholders. Ceramic waste became raw material for chalk manufacturers. NGOs became distribution partners ensuring access to underserved schools. Media platforms became amplifiers of a verified, non-toxic innovation. Each partnership was functional, not symbolic, and contributed directly to scale and credibility.\r<br>\r<br>The campaign experience unfolded through these collaborations. Chalk manufacturers were invited to learn the formula and supplied with sludge at no cost. NGOs distributed the first TileChalk sets to schools. Public showcases and earned media partnerships allowed communities to encounter the idea physically. The formula was made open source, enabling adoption beyond the originating brand.\r<br>\r<br>TileChalk reframed sponsorship from logo placement to value exchange. Every partner benefited operationally while contributing to a shared outcome. In three months, the initiative recycled 360 tons of waste, produced over 16.1 million chalk sticks, reached more than 1,000 schools, and generated over 10 million organic impressions. The brand experience was not delivered by one voice, but built through a network of partners working toward the same circular goal.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The creative idea behind TileChalk was to replace traditional sponsorship visibility with structural collaboration. Instead of funding education or sustainability programs separately, the initiative connected ceramic manufacturers, chalk factories, NGOs, and media into a single working system.\r<br>\r<br>The core insight was that ceramic sludge and chalk powder share the same chemical foundation. This discovery allowed partnerships to form around production rather than promotion. Chalk manufacturers did not endorse the idea; they produced it. NGOs did not communicate the story; they delivered the tools. Media did not amplify claims; they documented outcomes.\r<br>\r<br>Creatively, TileChalk crossed boundaries between manufacturing, education, and public service. The experience was designed to be seen in classrooms, factories, retail spaces, and news coverage simultaneously. The surprise came from realizing that sponsorship could be operational rather than transactional.\r<br>\r<br>By making the formula open source, the idea extended beyond one brand’s control. Partnerships became multipliers rather than dependencies. TileChalk demonstrated how creativity can redesign the role of brand partnerships from exposure-driven to outcome-driven, while remaining simple, credible, and scalable.","is_link":false},{"keyword":"STRATEGY","content":"The strategy centered on building credibility through partnerships that delivered real function. In Bangladesh, trust in sustainability claims is low unless backed by visible proof. The strategy therefore prioritized working with institutions that audiences already trusted: government laboratories, NGOs, educators, and small manufacturers.\r<br>\r<br>Instead of a single large sponsorship, the initiative formed multiple working partnerships. Chalk manufacturers were engaged to solve affordability and supply issues. NGOs ensured distribution to underserved schools. Media partners helped legitimize the initiative through independent coverage. Retail spaces became public demonstration points.\r<br>\r<br>Each partner had a clear role and incentive, ensuring long-term participation rather than one-off activation. The open-source release was a strategic decision to encourage adoption and prevent the idea from being seen as brand-owned philanthropy.\r<br>\r<br>The strategy allowed TileChalk to scale through collaboration rather than capital, turning sponsorship into a shared operational system that aligned environmental, economic, and educational outcomes.","is_link":false},{"keyword":"EXECUTION","content":"Execution began with technical validation. Ceramic sludge was processed into chalk through drying, crushing, sieving, and blending with organic binders, then certified non-toxic by government laboratories. Broken tiles were reshaped into lightweight slates.\r<br>\r<br>Partnership execution followed. Chalk manufacturers were invited to workshops, trained on the formula, and supplied with sludge at no cost. NGOs coordinated school distribution, ensuring the first rollout reached communities with the highest need. Retail spaces showcased TileChalk sets publicly, allowing parents, teachers, and media to experience the product directly.\r<br>\r<br>The formula was published openly, allowing immediate access for replication. Earned media coverage documented the process and outcomes, replacing promotional messaging with verification.\r<br>\r<br>Execution scaled horizontally through partners rather than vertically through centralized production, enabling rapid expansion while maintaining transparency and consistency.","is_link":false},{"keyword":"RESULT","content":"TileChalk delivered tangible results through its partnership model. Within three months, 360 tons of ceramic sludge were recycled, enabling the production of over 16.1 million chalk sticks. Chalk prices for partner factories dropped by approximately 40 percent, stabilizing small manufacturers and improving school access.\r<br>\r<br>More than 1,000 underserved schools received TileChalk sets, reaching an estimated 332,000 students. The open-source release led to a surge in website traffic and resulted in two additional ceramic companies independently adopting the model.\r<br>\r<br>Public response was organic and positive, generating over 10 million impressions and driving a 180 percent increase in brand affinity. TileChalk demonstrated that sponsorship, when designed as partnership infrastructure rather than visibility, can create measurable social, environmental, and brand value simultaneously.","is_link":false},{"keyword":"URL 1","content":"https:\/\/dblceramics.com\/en\/tile-chalk","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.facebook.com\/share\/v\/1DNNJot81F\/","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.facebook.com\/photo\/?fbid=1201847341989152&set=a.550230657150827","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.facebook.com\/share\/p\/195XngcTrh\/","is_link":true},{"keyword":"URL 5","content":"https:\/\/www.facebook.com\/share\/p\/17iVuMjdLu\/","is_link":true}],"files2":[{"name":"DM05_001.mp4","type":"mp4"},{"name":"DM05_001_DI01L.jpg","type":"jpg"}],"count":2}