To mark the 51st anniversary of Adcomm Limited, one of the pioneering forces in Bangladesh’s advertising industry, Bangladesh Brand Forum (BBF) sat down for an exclusive conversation with Geeteara Safiya Choudhury, Founder & Chairperson of Adcomm Limited, and Nazim Farhan Choudhury, Managing Director of Adcomm Limited. The discussion explored the agency’s remarkable journey over five decades, its philosophy of honesty and dedication, and its role in shaping Bangladesh’s advertising landscape. The candid conversation also shed light on the challenges faced by the industry today, the evolution of storytelling, and the values that continue to inspire younger generations of professionals.

Sajid Mahbub, Group CEO and Executive Editor of Bangladesh Brand Forum, conducted the interview on behalf of BBF.

Sajid Mahbub: Madam, As-salamu alaykum. First of all, happy birthday—happy 51st birthday to Adcomm Limited. It’s a great day, a great occasion. Thank you so much for giving us the time to have this discussion. We’ll keep it candid, asking you a few questions. Over the past five decades, we’ve seen agencies rise and fall. Some did well, some disappeared. But Adcomm Limited has not only survived, it has thrived. It has created a different narrative for Bangladesh and has always worked with the spirit of this country. How has this been possible?

Geeteara Safiya Choudhury: Wa alaikum assalam. Thank you, Sajid. To me, it has always been about determination. When you are focused on something, you find the strength to continue. I’ve always been very proud to be a Bangladeshi, and that pride shaped my decisions. Whatever I did, I tried to ensure it contributed positively—not just to my clients but to the people and to the country. That was the philosophy from the very beginning. We wanted to create work that people would talk about, appreciate, and that would contribute to growth. In the end, that’s how you help the economy as well.

Sajid Mahbub: Farhan bhai, you have grown up seeing this dedication up close. What do you think has kept Adcomm Limited so strong all these years?

Nazim Farhan Choudhury: I think what my mother said is exactly right. Her focus and sincerity are unmatched. And if I may add, her dedication has been 24/7. For example, growing up, she was always hands-on. If something wasn’t available in the market, she would directly go to retailers and ask, “Why isn’t it available?” She didn’t just design campaigns, she lived them. And for us at home, it was the same—we could only use the products she handled. No exceptions. (laughs) Even toothpaste or soap—we were the test users. That culture of dedication and honesty—that advertising is not just a job, but a way of life—that has kept Adcomm Limited relevant. And importantly, we built long-term relationships. Many of our clients have been with us for decades, dating back to the 1970s and 1980s. We grew together with them.

Sajid Mahbub: That’s remarkable. In today’s industry, relationships often feel transactional. But Adcomm Limited has managed to sustain trust for half a century. Madam, surely there must have been sleepless nights and failures along the way. How did you deal with them?

Geeteara Safiya Choudhury: Of course. Not every campaign succeeds. You can’t expect to win everything. But the important thing is to be practical. Accept the failures, learn from them, and move forward. That’s always been my way.

Sajid Mahbub: Madam, you started Adcomm Limited in 1974, in a war-torn country. What gave you the courage?

Geeteara Safiya Choudhury: I believed in Bangladesh. I believed we had the potential to grow, and I wanted to be part of that journey. Yes, I was scared at times. But I always looked at things positively. At the time, we were dependent on imports, and industries were weak, but I saw hope. And importantly, some of my clients encouraged me. They said, “Don’t quit, open your own agency. We will move our business to you.” That support was crucial.

Nazim Farhan Choudhury: Exactly. Adcomm Limited actually started because clients insisted she open her own agency. That’s how strong the trust was from the very beginning. And since then, clients have always backed us when we tried new ventures. That partnership approach shaped who we are.

Sajid Mahbub: That’s inspiring. Farhan bhai, you grew up in this environment. When did you realize advertising was your calling?

Nazim Farhan Choudhury: (smiles) Honestly, I didn’t expect to end up here. I grew up in the agency—after school, I’d spend time in the art room, watching uncles sketch and design. But I thought I’d do something else. Then, after my bachelor’s, I had six months before going abroad for a master’s. My mother said, “Don’t sit idle, come to the agency.” I thought it would be fun. But on my first day, I was given two briefs. One was for biscuits, which eventually became Olympic’s Energy Plus. That’s a name I came up with. It’s still around today. The other was for a cordless phone, which later turned out to be the first cellular company, CityCell. Those experiences changed me. I realized advertising wasn’t just about selling—it was about creating impact. So, I never left. And here I am, 30 years later. (laughs)

Sajid Mahbub: Amazing. Madam, you have always said Adcomm Limited is more than an agency—it’s a family. How important is that philosophy?

Geeteara Safiya Choudhury: Very important. I’ve always believed in treating colleagues like family. If people feel respected and valued, they give their best. For 51 years, that has been our strength. It’s not just about business—it’s about building a community.

Nazim Farhan Choudhury: Exactly. Our theme for this anniversary is “একান্নবর্তী”—a family of 51. It’s about colleagues, clients, and partners. Advertising is a team sport. Everyone, from the office boy to the creative director, is part of the story. If the team isn’t united, you can’t build lasting work.

Sajid Mahbub: Farhan bhai, you’re often described as a storyteller. Do you agree?

Nazim Farhan Choudhury: (laughs) Well, storytelling is at the heart of advertising. We’ve always tried to push boundaries through small but meaningful stories. For example, in the late ’80s, instead of showing a woman serving tea, we showed a man bringing tea to his wife. That was radical at the time. But these little shifts create change. Later, our hygiene campaigns—handwashing, oral care—these were more than ads. They were about improving lives. That’s what storytelling means to me.

Sajid Mahbub: Beautiful. Now, looking at today’s industry, do you think Bangladeshi advertising has evolved?

Geeteara Safiya Choudhury: Yes and no. There has been progress, but sometimes I feel the cultural consciousness is missing. Advertising shouldn’t just be about jingles and offers. It should reflect our values and aspirations.

Nazim Farhan Choudhury: I agree. The model of advertising has changed. Earlier, agencies were in boardrooms, shaping big decisions. Now, briefs often come from junior executives, far removed from strategy. That disconnect hurts creativity. Another challenge is talent. In the past, advertising attracted the best minds from diverse backgrounds. Now, recruitment has become narrow. We need fresh perspectives, not just standard degrees. Otherwise, the quality of ideas suffers.

Sajid Mahbub: Very true. So, where do you see Adcomm Limited heading in the future?

Nazim Farhan Choudhury: We know the old agency model is broken. Retainers are gone, pitches are often unpaid, and talent is harder to retain. We have to adapt. That’s why we are moving toward flexible, hybrid models—working with freelancers, embracing technology, but staying rooted in creativity. AI and analytics are tools, but original ideas must come from people. That’s what will keep us ahead.

Sajid Mahbub: Madam, when you look back, do you have any regrets?

Geeteara Safiya Choudhury: (smiles) None. No regrets, no doubts. Whatever challenges came, we faced them. I’m proud of what we’ve built.

Sajid Mahbub: That’s wonderful. Finally, what values would you like to pass on to the younger generation in advertising?

Geeteara Safiya Choudhury: Honesty. Sincerity. And respect. You must be honest with your clients, with your team, and with yourself. And you must respect ideas, even if they are different from yours.

Nazim Farhan Choudhury: I’d add courage. Be brave with your ideas. Advertising has the power to shape culture, to inspire people. But only if you’re willing to take risks and tell meaningful stories. That’s how you build brands that last.

Sajid Mahbub: Thank you, Madam, and thank you, Farhan bhai. This conversation has been truly inspiring. Congratulations again on Adcomm Limited’s 51st anniversary. May the legacy continue for decades to come.

Transcribed by Nadim Ahmed
M.A. in English Language Teaching
Jahangirnagar University
Executive- Content & Publication
Bangladesh Brand Forum