Overview
This research looks at how bKash made the traditional Eid “Salami” digital. By using instant money transfers, social media tags, and digital greeting cards, bKash made sending Eidi fun and easy. The campaign increased transactions, attracted new users, kept money in the bKash system, and created a viral trend. It shows how a festive tradition can become both cultural and business success.
1. Introduction: The Digital Transformation of Eid Salami
Eid-ul-Fitr is the biggest festival for Muslims in Bangladesh, and one of its most beloved traditions is “Salami” (or Eidi). Traditionally, elders give crisp new banknotes as a gift to children and juniors after the Eid prayer. However, in recent years, this centuries-old tradition has seen a modern makeover.
Today, instead of waiting for cash, people are using bKash to send and receive Salami instantly. From university students tagging their Big Brothers or “Boro Bhai” on Facebook to employees jokingly asking their bosses for Eidi, digital Salami has become a source of great fun and social connection.
During the COVID-19 pandemic, bKash introduced specific “Eid Salami” features to keep the joy alive while staying safe. Now, with colourful digital greeting cards, QR codes, and “Request Money” features, bKash has turned a simple transaction into a festive experience. As the popular saying goes:[1][2][3]
“ঈদের চাঁদ আকাশে, সালামি দিন বিকাশে।”
Translation: The Eid moon is in the sky, give Salami via bKash.
1.1 Popular Campaign Quotes & Fun Tags on Social media
The campaign became viral because of its witty and relatable slogans. Here are the most popular ones used by people on social media: [3]
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“সালাম লাগবে সালাম নিন, সালামিটা বিকাশ-এ দিন।”
Translation: If you want a “Salam”, take it, but give the “Salami” via bKash. -
“বিকাশ-এ সালামি দিয়ে কেউ দেউলিয়া হয় না।”
Translation: No one goes bankrupt by giving Salami through bKash. -
“চৌধুরী সাহেব গরিব হতে পারি কিন্তু সালামি নিই বিকাশ-এ।”
Translation: Mr. Chowdhury, may be I’m poor, but I accept Salami via bKash. -
“বিকাশ-এ সালামি না দিলে বন্ধু কথা কইয়ো না।”
Translation: Friend, don’t talk to me if you don’t send my Salami through bKash.
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2. Strategic Business Benefits: How bKash Gains from the Campaign
This campaign is more than just a festive promotion. It is a smart business strategy that strengthens its position in Bangladesh’s digital financial ecosystem. By combining emotional Eid traditions with convenient digital services, this not only boosts transaction volume but also deepens customer engagement, attracts new users, and encourages legal remittance inflows. As a result, the initiative helps expand its market reach while reinforcing trust and long-term user loyalty.
2.1 Increase in Transaction Volume
Eid is the busiest time for the economy. By encouraging “Salami” via the app, bKash sees a massive spike in Send Money and Request Money transactions. Even if individual amounts are small, the millions of transactions combined generate huge activity on their platform. The campaign isn’t just about sending money; it forces users to explore new tools: [4]
- Request Money: It teaches younger users how to “ask” for money digitally, a feature they might use for other needs later.
- Group Send Money: This feature allows one person to send Salami to up to 7 people at once. It makes the app more efficient and keeps users engaged longer.
- Digital Cards: By adding “Eid Cards,” it turns a dry financial transaction into a social experience, making users feel more emotionally connected to the brand.
2.3 Keeping Money in the “Eco-system”
When someone receives a digital Salami, that money stays inside the wallet. Instead of withdrawing it (Cash Out), users often use it for:
- Mobile Recharge: To call friends and family for Eid.
- Eid Shopping: Using this “Merchant Payment” at stores (where bKash earns a commission).
- Online Orders: Paying for food or gifts online.
Result: bKash avoids the “Cash Out” drain and keeps the money circulating within its own digital system. [1]
2.4 Data and User Acquisition
- New Users: To get Salami, children or relatives who didn’t have an account often open one. This helps it reach their goal of 70 million+ active users. [1]
- User Behaviour: bKash gets valuable data on who is sending money to whom, which helps them create better personal offers (like discounts or loans) in the future. [5]
2.5 Viral Marketing (Free Publicity)
When people share screenshots of their “Digital Eid Cards” or funny “Request Money” screenshots on Facebook and TikTok, it gets millions of money worth of free advertising. The users become the brand ambassadors. [4]
3. Conclusion: The Future of a Festive Tradition
The “Eid er Chand Akashe, Salami Din Bkash-e” campaign is much more than a successful business move; it is a cultural revolution. By taking a centuries-old tradition and giving it a digital heart, bKash has ensured that distance is no longer a barrier to the joy of Eid.
What started as a simple transaction has evolved into a viral social trend. From the fun of tagging a “Boro Bhai” on Facebook to the emotional touch of a digital greeting card, bKash has successfully turned a financial app into a festive companion.
If you’re still confused or haven’t tagged your boss in a “Digital Salami” post or sent a “Request Money” notification to your elder brother or campus “Boro Bhai”, are you even celebrating Eid? bKash has given us the tools, the slogans, and the platform. So, if your wallet is still empty this Eid, the fault might just be yours for not being “digital” enough!
As the trend goes: “Laaal Golap Shuveccha Nin, Bkash-e Salaami Din”—so stop overthinking, open the app, and go get what’s yours!
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